The MarTech landscape has never been richer — or more underused. Despite growing budgets and increasingly powerful platforms, most marketing teams still struggle to unlock the value of the technology at their fingertips.
In the first guest episode of Data Driven Voices, we sat down with Scott Brinker, VP of Platform Ecosystem at HubSpot and the brain behind ChiefMartec, to unpack this paradox. The conversation explored how operational models, leadership mindsets and AI are reshaping how modern marketing actually works.
In this blog, we summarize some of the key reflections and takeaways — not just for CMOs and tech leads, but for anyone trying to turn MarTech ambition into business impact.
From tools to teams: why MarTech underperforms
Recent Gartner research suggests that only one-third of the average MarTech stack is actually used. The tools aren’t broken — but the surrounding systems often are.
“A lot of companies are frustrated with their stack,” Scott said.
“But it’s not because the tools are bad. It’s because they haven’t built the capabilities around them to really use them.”
In other words, it’s not a tooling problem — it’s a team and process problem. No stack will deliver ROI unless it’s matched with the right enablement, governance, and cross-functional alignment
The rise of Marketing Ops — and why it matters
Scott points out a major shift: marketing is no longer just about messaging and media, but also about systems and scale. That shift has brought Marketing Ops to the forefront — and for good reason.
“Marketing operations is the connective tissue. It’s what links strategy with execution, data with decisions.”
In mature markets, Marketing Ops acts as the internal orchestrator of platforms, people and processes. But in many companies — particularly in the Nordics — the function is still underdeveloped or misunderstood.
Before layering in AI tools or data platforms, companies need to first invest in the human infrastructure that makes everything else work.
Structure over speed: when agile isn’t enough
Agility has become a kind of mantra for marketing teams — and rightfully so. But as Scott notes, agility without a long-term goal can just lead to “squirrel-chasing”.
“If you don’t have a North Star, agile just becomes reactive. You need structure and adaptability.”
Scott emphasizes that while agile methodologies help teams move fast, they’re not a substitute for clear business priorities. Real progress happens when agile ways of working are anchored in meaningful outcomes — not just output.
AI is moving fast — is your foundation ready?
No surprise: AI came up. But instead of the usual speculation, Scott offered a more grounded perspective.
“AI is going to scale what already exists. If your systems are a mess, AI is just going to make it a faster mess.”
He also sees AI agents — tools that can act semi-autonomously on behalf of users or businesses — as a major evolution. But the readiness gap is real: to benefit from AI, marketing teams need well-structured data, clear processes and cross-team collaboration.
In short: AI is not a shortcut. It’s an amplifier.
Brand or tech? The best teams don’t choose
One of the most refreshing parts of the conversation was Scott’s take on the tension between brand and technology. For him, it’s a false choice.
“Brand builds demand. Ops fulfills it. It’s not either/or — it’s both.”
In a world where marketing is expected to do more with less, the most effective teams are those who align creative ambition with operational clarity.
They don’t just ask what can this tool do — they ask how do we use it to deliver our strategy, consistently, across teams and channels?
Inspiration for marketing, sales, and data professionals
Data Driven Voices is a podcast where Avaus together with industry experts, thought leaders, and partners discuss how to harness data, technology, and strategy to drive meaningful change and business results in primarily marketing and sales. The podcast shares actionable insights, success stories, and thought-provoking challenges to help professionals with new perspectives.
