Who will view the security of your Martech pile? | Farmer

Nowadays there are more than 15,000 Martech tools available on the market, and each of them is a potential risk for your organization.

As with any software product, the applications themselves – and the data they store and process – are the goals for the dark forces of the technical world. And while marketing organizations eliminated their credit cards and used the Saas -app over the years after Saas -app, you have to wonder, who looked forward to security?

In larger organizations, the IT and data teams will have some input in the security and board of Martech Tools and data. This applies in particular to companies in highly regulated industries.

In this episode of conversations with Martech we talk to Rob Stacey, CRO of the supplier of content management, Forrit, about the reality and risk of securing your Martech stack and the data it contains.

Stacey says that cooperation between the and marketing is increasingly the norm, so that companies can make decisions that help marketers to do their work while meets its security needs.

It is far away from the peat wars that we have heard about in the past.

Delivery guide

1:02: Meet Rob Stacey
2:15: IT, data and marketing teams: peat wars versus strategic cooperation
3:38: Has the awareness of security risks in marketers increased?
5:33: What does it think about the explosion of Saas apps in Martech stacks?
7:36: The business benefits of a safe Martech pile that you don’t think often about.

Episode Transcript

[00:00:00] Mike Pastore, editorial director, Martech: There are more than 15,000 Martech Tools available today, and many of them are fairly cheap Saas tools that can buy marketing teams with a credit card and quickly implement. In the past that has been a problem. IT organizations are usually charged with information security, and today some organizations have data teams that keep an eye on which data is used throughout the organization.

[00:00:26] Our guest today says that the peat wars of the past few days are largely blurred, and a spirit of cooperation mainly rules these relationships, but the question remains. Who will view the security of your Martech pile?

[00:00:50] Welcome to conversations with Martech. I am Mike Pastore, editorial director at Martech, and today I am accompanied by Rob Stacey, CRO at Forrit. Rob, why don’t you take a few minutes to introduce yourself?

[00:01:02] Rob van Stacy, CRO, implemented: Thank you Mike. Great to be here. I’m Rob Stacy. I am the Chief Revenue Officer at Forrit. We are a safe and scalable provider for content management system, very focused on regulated sectors such as financial services, health care, energy, utilities and large government.

[00:01:20] I actually started my career back in FMCG. About, I am not, I am not going to make a complete announcement, but about 20 years ago. And I was at Kelloggs for six to seven years and worked in a combination of sales and marketing functions, mainly marketing. I stayed in FMCG with the next role, but then I moved to Telco.

[00:01:39] So I had direct telco experience. I moved to the retail trade. I have been abroad, I have been to Microsoft, so I had a whole series of marketing roles in B2C and B2B. So I think I have seen the practice in several forms. I have seen it evolve. I’ve seen it. The good, the bad and the ugly.

[00:02:00] And so in addition to my career and clearly wanting to make a success, I think I have also been a crusader for practice and we are, I think we are now in a very interesting time with the intake of technology, and I think we are going to talk about it today.

[00:02:15] Mike Pastore: Security and data management, these have long been part of the responsibilities of the responsibilities in many organizations and in particular the highly regulated organizations that you called. However, since marketers are increasingly trusting data, are they forced to bring it about their Martech pile in the conversations?

[00:02:35] AThis is this, how is this disabled? Is this a different peat war or is there actually strategic cooperation that is going on nowadays?

[00:02:43] Rob Stacey: I don’t think so it should be a peat war. I am sure it is in some companies in it, but what we see is more cooperation than ever, and I think it should be the case.

[00:02:54] As I just said, there is such an inflow of technology, not just in marketing throughout organizations. It is omnipresent. There are so many big decisions that are now being made around the technical pile. There must really be that cooperation and convergence. We are currently seeing this explosion of Revops, what sales, marketing, customer success, come together – about time.

[00:03:17] That is something that I preached 20 years ago, but I really see that it will be the next cabin of the rank here and, and they will be the next addition to Revops such as those evolve. So you know, it happens. It probably doesn’t happen that fast, eh, but I would like, but there is a recognition that it must happen.

[00:03:35] I think that’s a good thing.

[00:03:38] Mike Pastore: Are marketers more aware of the security risks lurking in their Martech tools than they were perhaps five or 10 years ago? And have the, have the rules on data privacy and compliance increased vigilance in that area.

[00:03:52] Rob Stacey: Yes, absolutely, Mike. I mean, that’s one of the reasons why I think marketers have experienced direct CMS attacks in some cases.

[00:04:01] We have carried out a survey fairly recently, more than 50%, so I think that a lot of experience has first -hand. And then there is just the wider macro climate that increases consciousness. It is clear that the will of M&S, Cooperative Harrods in the news at the moment here in the UK massively in the news, with considerable cyber attacks in the retail trade.

[00:04:24] I just think it increases consciousness. The consciousness of security problems is discussed in multiple ways at multiple levels. And I think if we get a bit of a macro about it, I almost think we will enter this era of security. You know, if we were in the digital age for the past 20, 25 years, certainly at a sort of medium to large organizational level, we will enter this kind of phase of more conservatism.

[00:04:52] Growing the upper line is becoming increasingly difficult. So we will enter this phase of cost savings and look at different angles to deliver that. And I almost see that security is the beacon. You know that having the right security software protocols within your organization will bypass you on the wrong path. And as I say, we recently see that with events in the news and the cost implications thereof. So to answer your question, yes, we see that marketers are becoming increasingly aware of security and the security risks involved in their technical stack.

[00:05:33] Mike Pastore: You mentioned the digital age that we have been working on for a while, for a large part of that time, marketing was a bit free to go out and buy SaaS products that met all kinds of needs within the marketing organization. How does the IT side feel about the security aspect of all those applications and is there a more security -conscious approach that would rather use it instead of going out and buying all these SaaS apps?

[00:06:05] Rob Stacey: I first say that State Saas is not a bad thing. It is absolutely good for a number of organizations. I think if you refer there, Mike, the lake is the amount of SaaS products and suddenly it is responsible for managing multiple providers. This becomes more difficult inherently operational.

[00:06:25] It increases the security risks. You are worried about emergency recovery where data is stored. So it starts to open the worries as the number of SaaS providers increases. That is a lot why we lead with a platform as a service solution. So we see that, again, organizations in regulated industries, in particular those from mid to large, prefer that the CMS will be built in their own tenants.

[00:06:52] So that enables the IT team to demand greater control and coordination on their policy. With this she can also scale faster. Imagine that if you want to get up a site or a micro site, you raise a ticket, it goes to the SaaS seller. You go in a row, you are touched with a number of hidden costsy ou was not a budgeting for.

[00:07:11] All this can be done in -house and, and very, very quickly. So as I say, you know, Easter is not for everyone, but for those large organizations, especially regulated, we think it is, it gets real traction.

[00:07:25] Mike Pastore: It is clear that there are fines for non -compliance with all kinds of regulations. There is brand damage when there is an incident, as you have previously referred, when there is a data breach.

[00:07:36] What are the business benefits of having a safe Martech pile that goes beyond avoiding those fines?

[00:07:44] Rob Stacey: Funnily enough, I actually did a keynote that was called ‘Security: The Personalization, Roi Blindspot’, and that was clearly common in personalization that was probably the number 1 wanted goal for markets in the past two to three years.

[00:08:04] And actually I did it with a CTO from a security company, and we have discussed why getting security measures is important for personalization, and part of it is the big impact as you have described there, Mike, clear, if you are hacked and your brand is damaged, that is not a good thing for personalization, but they are also smaller things.

[00:08:26] Giving the customer the feeling that he enters a secure website with safe payment gateways. Transparent privacy policy, SSL certificates. There are things that you can do that makes the customer feel safer and therefore happier to share personal data and participate in richer personalized experiences.

[00:08:48] Data trouw is another. Again, there is definitely an increasing awareness among marketers around bone attacks, and depending on publications you read, that can be up to 40% of your traffic. This has a huge impact, not only on the personalization experiences you serve, but also the data of the data you share in the organization.

[00:09:09] And in the end it is also saved time. So the less time you worry or have to deal with cyber attacks, the more time you spend on positive, rich customer experiences, what all marketers want to do.

[00:09:27] Mike Pastore: Okay, Rob Stacy, CRO at Forrit. Thank you very much for participating in conversations with Martech.

[00:09:33] Rob Stacey: Thank you Mike.