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840-425 Executing Cisco Advanced Business Value Analysis and Design Techniques

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840-425 exam Dumps Source : Executing Cisco Advanced Business Value Analysis and Design Techniques

Test Code : 840-425
Test Name : Executing Cisco Advanced Business Value Analysis and Design Techniques
Vendor Name : Cisco
Q&A : 125 Real Questions

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Cisco Executing Cisco Advanced Business

Executing on our imaginative and prescient: Cisco’s complete superior Malware insurance plan | Real Questions and Pass4sure dumps

The multiplied scrutiny on security is being pushed by way of the evolving traits of expanding networks, mobility, cloud computing and a chance landscape it's more dynamic than ever. a combination of these factors has ended in a rise in assault access aspects and a re-definition of the ordinary network perimeter.

as a result of these considerations, we have been mighty proponents of probability-centric safety that lets defenders handle the complete attack continuum and all assault vectors to reply at any time — earlier than, during, and after assaults.

Given the dynamic chance landscape, we need to be simply as dynamic in evolving our advanced probability insurance policy providing to raise our already effective capabilities to combination and correlate statistics from throughout the prolonged community, to identify advanced and evasive cyber threats, and provide intelligent cybersecurity solutions for the precise world.

That’s why you have considered us add performance like community file trajectory or machine movement correlation for unequaled visibility and monitoring of malware and have endured with our “AMP all over the place” strategy, most recently incorporating advanced Malware protection into our net and e mail protection portfolio.

All of this work has been primarily based upon a transparent understanding of what a complete solution feels like in these days’s hazard landscape. We need to offer solutions that bring together each point-in-time technologies possessing strong detection charges with continuous evaluation and retrospective security to “go back in time” to remediate information that may have originally refrained from defenses.

With this in intellect, this week we proceed our superior Malware insurance policy momentum, beginning with the intent to acquire ThreatGRID, an organization that provides dynamic malware analysis and hazard intelligence expertise. we are also including new capabilities to our advanced Malware protection (AMP) platform, giving us the most comprehensive and built-in visibility and manage, from the network to the endpoint and all over in between.

First, let’s begin with ThreatGRID, an organization that offers dynamic malware analysis and possibility intelligence technology to research file conduct, enabling companies to accurately determine attacks and stronger preserve towards advanced cyber assaults. With each inner most and public cloud-based mostly expertise, ThreatGRID combines dynamic malware evaluation with analytics and actionable indicators to permit safety teams to proactively defend in opposition t and promptly reply to cyber assaults and malware outbreaks.

what is greater, our “AMP far and wide” momentum additionally continues as we add further innovation to our AMP systems for Networks and Endpoints to deliver network and endpoint insurance policy even closer collectively. We go past point-in-time detection through continuously analyzing file conduct for malicious warning signs and correlating indications of Compromise to cease threats when and the place they ensue.

New capabilities in AMP for Networks encompass:

  • Multi-supply warning signs of Compromise to correlate and prioritize routine in one console throughout each AMP for Networks and Endpoints, NGIPS, and safety intelligence feeds
  • To enhance detection of unknown threats, we now present dynamic evaluation in the cloud-based mostly sandbox
  • customized detections to immediately block information, reducing the time to contain an epidemic
  • better chance stories and dashboards include precise-time hazard scores to help bear in mind malware quicker
  • We have not stopped there. With AMP for Endpoints, we inbuilt new aspects like superior analytics and correlation enhancements that improve retrospective protection:

  • Elastic search to quickly hunt down the scope of assault with bendy search capabilities
  • far off file analysis enables retrieval and storage of data for later scoring and analysis, assisting retrospective protection
  • aid for Mac OSX for insurance plan in every single place in heterogeneous environments
  • moreover, excessive efficiency networks and necessities to speed up time-to-detection are riding the want for optimized superior malware insurance policy appliances. This week we are additionally unveiling two committed AMP for Networks appliances—the FirePOWER AMP8150 and the FirePOWER AMP7150 with more desirable processing and storage.

    ultimately, some companies have strict privacy necessities, impeding using public clouds. To support these companies, we are additionally launching the AMP private Cloud appliance, a single on-premise solution for groups to deploy a non-public cloud equipment to carrier their endpoint connectors.

    these days’s announcements underscore our vital to stay possibility-concentrated and support valued clientele go beyond addressing threats at some extent-in-time to deliver unrelenting detection and response capabilities throughout the complete attack continuum—before, right through and after an assault.

    For more particulars, please see our newsroom: and product web page: additionally, in case you find yourself at Cisco reside! this week, please stop with the aid of and consult with us to see first-hand how we are able to support you deal with pervasive malware.


    Cisco Ventures Into 'enterprise cost' Certifications | Real Questions and Pass4sure dumps

    Written by using Ed Tittel posted: 21 April 2017

    page 2 of two

    Business Value Specialist conceptCisco business price specialist requires tests 810-403 results (selling business outcomes) and 820-424 BTASBVA (making use of Cisco really good business price evaluation capabilities v3.0. This certification trains income gurus to act as counseled advisors to valued clientele to aid book them via discussions involved in figuring out and enacting digital transformation, and to support them in reaching consensus on setting up and enforcing enterprise approach and operating models, together with an action plan and purchase-in from key stakeholders.

    Cisco enterprise value Analyst requires simplest examination 810-403 effects (promoting company effects). It seeks to identify income experts who be aware how to craft and control an outcomes-focused income approach, which interprets into producing beneficial outcomes in offering and positioning Cisco’s a variety of items, solutions, and functions.

    Cisco business cost Practitioner expert requires only examination 840-525 BTEABVD (Executing Cisco advanced business cost evaluation and Design strategies). This cert identifies earnings professionals who recognize how to deliver Cisco features, application, solutions and architectures to meet consumer wants and fulfill their business suggestions. It additionally ensures that such specialists can convey a business case to lower back up their innovations, along with a matching enterprise roadmap and adoption plan.

    client Success manager (CuSM) Certification: takes the business value approach and methodology and makes a speciality of using adoption of Cisco provided service and subscription-based mostly items, increasing the purview from application-driven enterprise (their average stronghold) to businesses in the hunt for to bolster competitiveness and effectiveness in our rising digital economic climate. CuSM leverages the Cisco Adoption cost Framework, to support valued clientele understand specific, pleasing enterprise effects from technology funding, and to ensure ongoing pride with and renewal of provider contracts. It’s in line with an instructor-led (physical or digital classroom situations are supported) to prepare learners for this expert credential. A single examination is required for this professional cert – specifically: 820-602 DTCSM (Cisco consumer Success manager basis; the examination is not yet accessible, however right here’s a link to the practicing page).

    What company value selling/understanding means for Cisco shoppers

    This rising specialization may seem like simply a different tool for Cisco in-house and companion revenue staff, nevertheless it in reality represents greater than that. while I don’t feel too many readers of this weblog will discover themselves pursuing such credentials, these of you who work with Cisco architectures, structures, solutions, features, and so forth will absolutely beginning listening to about them and their work.

    This should be likely to come from upper and center managers who have become worried with such personnel, and gaining knowledge of the way to believe extra conveniently about IT as a business device, and to position know-how to work more successfully and with ease. Cisco desires to change how they work with and help their purchasers, and how IT interacts with other business units to obtain a hit enterprise results.

    Can they train administration the way to do that without too plenty toil, crisis, and strife? You’ll be finding out in the months and years forward.

    in regards to the writer

    ed-tittel120Ed Tittel is a 30-plus-yr computer industry veteran who's labored as a application developer, technical marketer, advisor, creator, and researcher. writer of many books and articles, Ed blogs on certification subject matters for Tom’s IT seasoned, and on windows computer OS subject matters for TechTarget. take a look at his web site at

    Cisco discloses arbitrary execution in SD-WAN solution and Webex | Real Questions and Pass4sure dumps


    Cisco has disclosed a important vulnerability in its SD-WAN answer that permits for arbitrary code execution because the root consumer.

    wrong bounds checking through the vContainer allowed for expertise authenticated attackers to ship malicious info to an affected instance, which may cause a buffer overflow on the vContainer and create a situation for arbitrary code execution as root, the company observed in its advisory.

    Cisco vSmart Controllers running a SD-WAN answer liberate just before 18.4.0 have been hit, the enterprise mentioned, with only vContainers being affected.

    "The mounted application should be deployed through Cisco on the request of the customer. There isn't any fastened software for Cisco valued clientele to download and install for this vulnerability," the company observed.

    "consumers ought to engage their Cisco guide contact to be certain the deployment of the latest utility fix."

    The business stated it is not aware about any exploitation, and the vulnerability turned into discovered throughout inner testing.

    also discovered by the use of interior testing changed into a further SD-WAN worm that allowed an authenticated, adjoining attacker to skip authentication and access different vSmart containers.

    "The vulnerability is due to an insecure default configuration of the affected system," Cisco's advisory mentioned.

    "An attacker may exploit this vulnerability by means of without delay connecting to the uncovered features. An take advantage of might permit the attacker to retrieve and modify vital device data."

    inner trying out by means of Cisco additionally found a consumer group configuration bug that would supply privilege escalation to an attacker, allowing them to become root and handle a container.

    "The vulnerability is because of a failure to appropriately validate definite parameters protected inside the group configuration," the advisory observed.

    "An attacker might take advantage of this vulnerability with the aid of writing a crafted file to the listing where the consumer group configuration is observed in the underlying working gadget. "

    in this case, the affected products encompass the: vBond Orchestrator; vEdge 100, a thousand, 2000, 5000 collection routers; vEdge Cloud Router Platform; vManage network administration application; and vSmart Controller.

    The equal category of hardware became also hit by using an arbitrary file overwrite vulnerability because of unsuitable validation of the retailer command used on the command line.

    "A a hit make the most may enable the attacker to overwrite arbitrary information on the underlying working gadget of an affected device and increase their privileges to the foundation user," Cisco spoke of.

    Cisco pointed out both issues had been fastened in SD-WAN answer liberate 18.4.0.

    On the Webex entrance, fashion Micro's Zero Day Initiative found out a vulnerability that allowed for arbitrary command execution inside the Webex groups client.

    "This vulnerability is because of unsafe search paths used via the software URI this is defined in windows operating methods," Cisco noted in its advisory.

    "An attacker could take advantage of this vulnerability by convincing a targeted user to follow a malicious hyperlink. a success exploitation may cause the application to load libraries from the directory centered by means of the URI link."

    SEE: Cybersecurity in an IoT and cell world (ZDNet special record) | down load the file as a PDF (TechRepublic)

    The effect of the vulnerability become an attacker may run commands with the identical privileges as the centered consumer.

    The vulnerability influences all versions of Cisco Webex groups earlier than edition three.0.10260 launched in November.

    putting a number of vulnerabilities for the windows version of Webex into a single advisory, Cisco revealed an attacker could use malicious recording (ARF/WRF) info to execute code as soon as a person opened them.

    The networking giant stated it has released mounted versions of its Webex participant and Webex network Recording player that had been impacted.

    The vulnerabilities during this instance have been found by using the Zero Day Initiative and researchers at Fortinet.

    among the many dozen vulnerabilities labeled as high reputation by means of Cisco had been a pair of vulnerabilities in the net administration interface of Cisco Small company RV320 and RV325 routers that could permit a remote attacker to retrieve files off the machine as a result of wrong access controls, and for an attacker to profit administrative privileges to execute instructions as root.

    Over the path of 2018, Cisco removed seven tough-coded account credentials that gave root or default user privileges from its items.

    earlier this month, Cisco warned that its AsyncOS utilized in email safety home equipment have been prone to permanent denial of service as its utility did not validate S/MIME-signed emails appropriately.

    related insurance

    Cisco warns: Patch now or chance your protection appliance choking on single rogue email

    One bad email might crash your Cisco e mail protection equipment and keep it down because it tries to system the identical e mail over and once more.

    CES 2019: Cisco talks 6G

    whereas each person else spent CES 2019 speaking about 5G, Cisco is already searching in opposition t a 6G future.

    second time lucky: Cisco pushes repair for failed Webex vulnerability patch

    New attack suggestions have rendered the usual patch unnecessary.

    Cisco updates SD-WAN portfolio with new safety facets

    among the key updates, Cisco pointed out or not it's integrating software-mindful enterprise firewall, intrusion prevention, and URL filtering into Cisco SD-WAN instruments.

    These groups are hiring essentially the most far off worker's in 2019 (TechRepublic)

    The tech business is singled out by means of FlexJobs as being particularly inclined to present opportunities to work backyard of an office.

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    SoftServe Takes Prize in Cisco and Google Cloud Challenge | real questions and Pass4sure dumps

    Winning Hybrid Cloud submission describes public and private cloud functions to assemble computational throughput

    AUSTIN, Texas, Feb. 13, 2019 /PRNewswire/ -- SoftServe, a leading digital authority and consulting company, announces its A8 team won second place in the Cisco and Google Cloud Challenge. SoftServe's winning submission described public and private cloud functions—as opposed to traditional supercomputing techniques—to assemble the computational throughput necessary to correctly analyze the data for building hybrid cloud applications.

    SoftServe Logo (PRNewsfoto/SoftServe)


    SoftServe's solution provides the data processing pipeline on the hybrid cloud via the function as a service (FaaS) platform and Google Cloud Platform (GCP) services. The data is automatically taken by scientific equipment that is located around the globe and placed in the distributed object storage. From there, the data triggers an event-driven data processing pipeline, which in turn performs steps including analysis and Google Cloud data processing, as a part of the data ingestion process. After completion, an entry for the results is created in a distributed NoSQL database. From there, further processing is driven by data entry specialists using the application program interface (API), command-line interface (CLI), etc.

    SoftServe's solution is a Scientific Data Processing Subsystem implementation that modernizes the current approach of scientific data processing and data processing in general. It aims to reduce costs and scientific data processing time by moving to a cloud-based PaaS and FaaS model. This increases flexibility in integrating with partners and API integrators and unifies the data processing and ingestion from all third party channels.

    To achieve this implementation, there must be a command line interface for managing, troubleshooting, and orchestrating function workflows. The online data store must be secure, and the system must be able to handle 25,000+ functions per day. Under this high load, the system must be able to successfully scale up and down to handle sporadic spikes in traffic with unparalleled reliability—99.99 SLA availability and automatic failover to a secondary region, with minimal service downtime for datacenters hosting the application.

    "SoftServe is committed to helping our clients migrate systems, data, and applications to the cloud," said Oleksiy Merkulov, vice president, client success at SoftServe. "Our team of experts gets the most out of cloud platforms by using advanced techniques in data management, experience design, cloud architecture, data security, regulatory compliance, infrastructure, technology, and business processes. We are honored to be recognized in the Cisco and Google Cloud Challenge for our innovative solution."

    Cisco and Google Cloud teamed up on the challenge to give partners and developers the opportunity to highlight their expertise in hybrid cloud, while leveraging the Cisco Container Platform (CCP) and GCP. Use cases were also provided for the challenge and included:

  • CCP applications calling a GCP service
  • Allowing a Google Cloud application using a CCP service for an on-premises service
  • Accessing network device data via Cisco Meraki while using Google Cloud services for analytics, dashboards, etc.
  • The challenge, which was open to Cisco partners, Google Cloud partners, and independent developers in the U.S. only, received hundreds of registrations and several final submissions. The submissions related to data aggregation, IoT, collaboration, customer service, energy management, and even weather and astronomical data collection at a high level.

    Story continues

    Each submission was evaluated based on overall functional value of the application, UX design, and creativity.

    Visit our events page to keep up to date on SoftServe's partner events and meet-ups.

    About SoftServeSoftServe is a digital authority that advises and provides at the cutting-edge of technology. We reveal, transform, accelerate, and optimize the way enterprises and software companies do business. With expertise across healthcare, retail, media, financial services, software, and more, we implement end-to-end solutions to deliver the innovation, quality, and speed that our clients' users expect. 

    SoftServe delivers open innovation—from generating compelling new ideas, to developing and implementing transformational products and services. 

    Our work and client experience is built on a foundation of empathetic, human-focused experience design that ensures continuity from concept to release. 

    We empower enterprises and software companies to (re)identify differentiation, accelerate solution development, and vigorously compete in today's digital economy. No matter where you are in your journey. 

    Visit our website, blog, LinkedIn, Facebook, and Twitter pages. 

    SoftServe Media ContactPaul JonesSenior Manager, Analyst and Public 512-796-7358

    View original content to download multimedia:

    Check out the MarTech preview! | real questions and Pass4sure dumps

    Twice a year, I face a dilemma.

    Presented with hundreds of nominated speakers and topics for an upcoming MarTech® conference, I have to choose only a few dozen to fit into a two-day, three-track event.

    It’s a dilemma for a couple of reasons.

    First, the vast majority of pitches we get from martech practitioners and experts are really good. Having to turn down most of them, simply due to the limits of time and space, kills me. I’m so grateful to everyone who sends in proposals, and I’m sorry we can’t accommodate you all. Believe me, I wish we could.

    But there’s a bigger challenge: how can I best serve you as a MarTech attendee?

    Martech is such an expansive and diverse field that it’s impossible to cover all of it. Especially because we don’t think of martech as merely a collection of tools and technologies. That is massive enough on its own. But we think of martech more holistically as a new discipline, the innovation of marketing, technology, and management combined.

    That’s a pretty wide lens. So out of all the possible topics and case studies we could cover, how do we select only a subset of them to make MarTech most valuable to you?

    Do we go broad and scan everything at a 50,000-foot level? Or do we pick one or two concepts and dive deep on them? Focus on B2B or B2C? Program for senior executives or hands-on marketing operations managers? Those starting digital transformation or those far along the journey? Big enterprises or small start-ups?

    That’s a lot of either/or divisions.

    The easiest thing to do, from a conference positioning point of view, would be to narrow down to a specific martech category and a specific audience segment. In fact, there are a ton of great conferences that do just that. For instance, Third Door Media, the producers of MarTech, also run the SMX Advanced show that’s focused on expert-level techniques for SEO and paid search marketing.

    But I think there’s a powerful need for something different.

    Mr. MarTech, Tear Down These Walls

    I’ve come to believe that two of the biggest barriers to growth in a rapidly changing marketing environment are siloed specialization and false dichotomies.

    Specialization is good, but comes with an increased risk of tunnel vision. You can pay so much attention to what’s happening in one narrow slice of marketing, studying only strategies and tactics that are analogous to yours, that you miss disruptions coming at you from completely different angles.

    The truth is that the biggest challenge in modern marketing isn’t mastering search engine optimization, analytics, personalization, or any one tactic. The hard challenge is connecting all of those pieces together into a cohesive whole. It’s seeing the forest for the trees.

    False dichotomies can be just as blinding. Centralize or decentralize. Automate or humanize. Suite or best-of-breed. Software or services. Build or buy.

    I’ve railed against these either/or choices in numerous articles on the new rules of marketing technology and operations, the compatibility of strategy and agile marketing, the simultaneous expansion and consolidation of martech, and the three trends driving the Second Golden Age of Martech.

    Because most of the time, these black-or-white, either/or choices are wrong. They’re called false dichotomies — false choices — because, well, they’re false. It’s not only that there’s an entire spectrum of colorful possibilities between the two opposite poles, although that’s true. It’s that in many cases you can actually achieve both/and simultaneously. The two ends can be connected together to unleash incredible innovation.

    One of my main objectives with MarTech is to help attendees bust out of such siloed segments and break through such artificial either/or barriers. To accomplish that, we’ve adopted several guiding principles with the conference program:

  • Explore an intentionally diverse range of martech topics — a curated tour across the entire spectrum of the field. Attendees not only learn new things. They should have unexpected discoveries.
  • Aim for “graduate level” presentations on those topics. Better to be stretched a little beyond your comfort zone than to be bored with rudimentary notions that you’ve already heard or read about a dozen times.
  • Program three kinds of sessions: marketing concepts and cases that leverage technology (Marketing Track), the more technical dimension of marketing operations and emerging technologies (Technology Track), and organizational and managerial approaches that help people leverage these technologies effectively (Management Track). Encourage everyone to hop among the tracks.
  • Cross-pollinate ideas across B2B and B2C examples, executive-level viewpoints and in-the-trenches practitioner perspectives, digitally native high-tech unicorns and digitally transforming traditional businesses, enterprises and start-ups and firms of all sizes and stages in their lifecycle.
  • Every presentation shares strands of DNA for the intersection of marketing, technology, and management. But the expression of that DNA is wildly diverse from session to session. That diversity — and the combinatorial innovation it ignites — is one of the things that makes MarTech special.

    What You Can Expect at MarTech, April 3-5 in San Jose

    The upcoming MarTech conference in the Bay Area, April 3-5, will deliver on the promise of an in-depth, vendor-agnostic, BS-free program that will help you better lead marketing technology and operations at your own company.

    You’ll hear first-hand accounts of martech innovation from leaders at Aetna, Autodesk, Cisco Meraki, Docker, Epsilon, Freshly, Fuze, IDC, LinkedIn, Livongo, LogMeIn, Netflix, The New York Times, Nordstrom, NPR, Plantronics, PwC, Riverbed Technology, Sub-Zero, Zendesk, Zillow, and more.

    Here’s an overview of what you can expect…

    Keynotes: Framing the Big Picture

    I’ll open with a keynote revealing the 2019 marketing technology landscape in collaboration with Jeff Eckman of Blue Green, the latest martech salary survey results, and a framework for the evolution of marketing operations and technology heading into 2020.

    We’ll follow with a fireside chat with the remarkable Ann Lewnes, CMO of Adobe, discussing the balance of creative and analytics, the interplay of technology and talent, ways in which marketing organizations are evolving structurally, and the trends in the industry that inspire her most.

    That afternoon, we’ll have back-to-back keynotes from two martech pioneers: Mayur Gupta, the CMO of Freshly, and Terence Kawaja, the CEO of LUMA Partners. Terence will talk about the disruptive innovation of direct-to-consumer (D2C) brands, how they’re harnessing marketing technology to beat incumbent brands, and what marketers across all markets can learn from them. Mayur will share lessons from his career journey, rising from a marketing engineer to a CMO, spanning work at Sapient, Kimberly-Clark, Healthgrades, Spotify and now the D2C brand Freshly.

    The next morning will begin with Shauna Shapiro, a professor at Santa Clara University and a world-renowned expert on mindfulness. Co-author of the recent Harvard Business Review article How Mindfulness Can Help Engineers Solve Problems, she’ll discuss mindfulness for innovation and change management.

    Talk about unexpectedly connecting dots: yes, it’s martech and mindfulness.

    Matthew Lieberman, CMO of PwC, will present on marketing enablement and empowerment, sharing the story of how his organization underwent its own digital transformation — with an empowered marketing team leading the way. Kathleen Schaub, leader of the CMO and customer experience practices at IDC, will offer her insights into guided decentralization: safely scaling customer-facing empowerment.

    Tom Fishburne, the brilliant marketer-turned-cartoonist Marketoonist, will deliver the closing keynote for the conference that afternoon, with an interactive presentation of Look! Squirrel! Beyond the Shiny New Thing to Sustained Organizational Change. Aside from guaranteed laughs, Tom will help make the ideas you take back from your MarTech experience actionable.

    Marketing Track: Real-World, Vendor-Independent Case Studies

    Meg Goldthwaite, CMO of NPR, will explain how voice-driven AI technologies are changing behavior – and what that means, not only for businesses and marketers, but for society as a whole — in The New Era of V-Commerce: What Marketers Need to Know about Alexa, Siri and the AI Revolution.

    Debbie Qaqish, Chief Strategy Officer at The Pedowitz Group, will address the challenges of Combining Marketing Operations and Sales Operations for Customer Magic. She’ll examine the pros and cons of a variety of organizational models while also learning how to best manage both old and new martech and salestech stacks and data.

    Marketing technology legend Brian Kardon, CMO at Fuze, will share his real-world experience in leveraging AI across his own marketing organization in NextGen Marketing: How Artificial Intelligence Is Accelerating Marketing Performance. He’ll answer these questions about harnessing AI in your martech stack:

  • Which stages of the buyer journey are best suited to AI?
  • How can you better align sales and marketing with AI?
  • How can you best measure the impact of AI on your sales and marketing performance?
  • Which new skills are required of your marketing team to successfully implement AI?
  • What specific applications of AI are most successful?
  • Subbu Iyer, CMO of Riverbed Technology, will discuss how he’s brought focus to implementing martech solutions for digital transformation, streamlining operations, improving lead generation, and optimizing channels with a talk on The Cure for Shiny Object Syndrome: Human-Centered Digital Strategies. Subbu’s high-level advice includes:

  • Adopt a people-first approach to decision-making.
  • Use the full power of digital technology to build cognitive empathy.
  • Habitually observe human interactions in context to feed innovation practices.
  • Continually monitor and fine-tune the human experience.
  • Cyndi Marty of Sub-Zero and Alexandre Pelletier of Perkuto will jointly present What’s Cookin’ in Citizen Technology: Sub-Zero’s Journey Toward Decentralized Marketing. Cyndi has been leading a year-long project to transform from a centralized marketing model to a hybrid approach that takes advantage of decentralizing campaign marketing capabilities. She’ll describe her decision to make the transition, share challenges (both technological and organizational) they overcame, and provide insights into the ROI of the transition for the company and its sales network.

    With devices like Amazon Alexa and Google Home’s voice-enabled options, consumers are relying more and more on browserless interactions. Now is the time to rethink how you reach and engage your customers in this emerging environment. Tricia DelGaudio, Strategy Director at Epsilon, will further explain new technology-powered strategies for Marketing in the Age of Assistants.

    Shiva Mirhosseini, VP Marketing Technology and Digital Experience at Aetna, will close this track with a session on Reimagining Customer Communications — unifying print and digital touchpoint. She’ll share insights from the project she’s led for this at Aetna, including how to:
  • Map and assess the full spectrum of customer communications in your company
  • Create a strategy for unified communications across digital and print channels
  • Decide where print vs. digital works best from the customer’s point of view
  • Integrate across legacy IT systems and new digital services in the cloud
  • Establish governance models to ensure checks and balances across all customer communications
  • Technology Track: Technical Insights & Emerging Technologies

    Siara Nazir, Head of Digital Marketing at Autodesk, will dig into The Data Dimension of Digital Transformation: How Autodesk Instrumented Its Customer Journey. She’ll describe how they leveraged a CDP to unify and centralize data — and then turned the learnings from it into a better omni-channel strategy.

    Mike Pow, Senior Product Manager of Experimentation Platform at Netflix, will reveal in Quasi Experimentation at Netflix how they deploy experiments in which the units of randomization are not people, cookies, or members, but geographical units or time. This experiment design enables Netflix to learn about topics for which a traditional A/B test would be infeasible or impractical. The company is simultaneously building the scientific methodology and platform to maximize the learnings from each experiment, doing it at scale and company-wide.

    The one-and-only David Raab, founder of The CDP Institute, will deliver an in-depth session on Customer Data Management 2020 — what you need to know for managing your data this year and next:

  • New options for consent management and tracking
  • Applying the right identity resolution methods for each purpose
  • Balancing privacy and personalization
  • Planning for new data regulations
  • The future of second-party and third-party data
  • Integrating analytics and delivery systems with a central customer database
  • Digital transformation and other uses of customer data outside of marketing
  • What’s next for customer data platforms
  • Sheryl Schultz, COO of CabinetM, will lead a session with Justin Sharaf, Director of Marketing Operations at LogMeIn, and Zack Alves, Senior Manager of Marketing Technology and Operations at Plantronics, on When Stacks Collide: Rationalizing the Marketing Stack in a Merger & Acquisition Environment. When M&A happens, you’ll learn about:
  • Reshaping the organization in a changing environment.
  • Rationalizing the stack to serve new business requirements.
  • Martech profiling for quick analysis and decision-making.
  • The value of a single source of technology truth for training and onboarding.
  • Best practices for mobilizing combined teams to coalesce around new technologies and stack structures.
  • Isabelle Hierholtz, User Strategy Director at Digi-Capital, one of the world’s leading AR/VR analyst and consulting firms, will present on Marketing ROI Growth Using Mobile AR. Isabelle will show how mobile AR has been used to drive 11x sales uplifts in lifestyle ecommerce, design mobile AR first retail experiences, revolutionize the shoe buying experience, and gain additional big box retailer facings and grow sales across the US, China, and Europe.

    Jason Mestrits, Senior Manager Data Science & Analytics at Nordstrom, will share how leading marketing organizations are winning with a focus on data enablement, customer analytics and AI-driven innovations with Marketing Data Science and Your Data Strategy. You’ll gain insights on how creating a comprehensive data strategy enables your marketing function to do more, focus on driving meaningful competitive advantages, and avoid missed opportunities.

    Aaron Wroblewski, AI Software Engineering Manager at Zillow, will present a case study of Personalizing User Experiences: Beyond A/B Testing. He’ll share the business case for a system to dynamically select personalized marketing content and calls to action for each customer. Aaron will also identify potential pitfalls like user behavior changes and data and featurization issues, while also describing the tests, metrics, and solutions that helped Zillow overcome them. Management Track: At the Crossroads of Talent & Technology

    Jennifer Brett, Head of Americas Insights at LinkedIn, will present Measure What Matters: Data Strategy to Drive Results, explaining how to go beyond clicks and engagement metrics to more meaningful measures of success, such as lead quality and closed business.

    Pamela Della Motta, Director of Product for Marketing Technology, and Kristian Kristensen, VP for Engineering, for The New York Times will give a talk on Applying Product Management to Martech at The New York Times. Learn how they adopted a product management approach to martech as part of their company-wide transformation into a subscription-first digital product company. You’ll explore the benefits and challenges of a product management model that you can adapt to your organization, including:
  • How to rationalize your martech stack through the lens of product management
  • How to use agile management as a coordinating device across the organization
  • What a day in the life of a “martech product manager” looks like
  • How to manage the touch points between martech and the broader marketing team
  • How to develop and maintain a shared martech roadmap across multiple stakeholders
  • Rachel Beck, Global Manager of Marketing Ops at Cisco Meraki, will explain how they created a marketing ops function at a fast-growing company in only 12 months with Year One: Building a Marketing Ops Team From the Ground Up.

    Alana Hill, Manager of Marketing Applications in IT at Zendesk, will share her advice on managing martech tool proliferation with Don’t be a Packrat: Tips to Clean House and Manage Your Martech Stack More Efficiently. She’ll explain:

  • How to design a robust software intake process
  • How to align IT and marketing to increase operational efficiency
  • How to build a tool management plan rooted in maintaining the right kind of data
  • How to manage the tool renewals process by the numbers
  • Chris Borkenhagen, CIO, Brian Donaldson, Manager of Development Engineering, and Kelly Horton, Senior Engineer of Marketing Technologies, from Docker will describe how to Maximize Efficiency and Scalability with the Right Team Structure, Data and Stack. In 2017, Docker made a decision to restructure its marketing technologies team and stack in a non-traditional way. It moved all technical roles for marketing and sales technology into IT, improving cross-functional communication, alignment and efficiency. You’ll learn:
  • How to identify roadblocks and friction in organizational structure.
  • How current organizational structure works, why it works and how to improve and evolve.How Docker uses containers to reduce deployment times & support customized API logic.
  • How to manage responsibilities across the stack: CRM, MA, CMS, Data Warehouse, BI tools, peripheral tools.
  • Patty Spiller, Senior Director of Growth Marketing at Livongo, will share The Secrets to a High Performing Martech Team — methods to turn your great ideas into great team achievements, including:

  • Crafting and communicating a grand vision that your team can rally behind
  • Identifying and executing “early wins” for new teams and new team members
  • Creating an environment where people are willing to experiment and push boundaries
  • Encouraging open feedback and transparency among everyone on the team
  • Empowering people through greater responsibility and ownership — and letting go
  • Building cohesion with remote team members or multi-location teams
  • Half-Day Pre-Conference Workshops for Deeper Learning

    Want an even deeper dive into marketing technology management? Sign up for one of the half-day workshops happening Wednesday, April 3, each led by true experts in their field:

    Sponsored Presentations & the Discover MarTech Theater

    But wait, there’s more…

    In addition to the editorial program for All Access attendees, there’s an incredible set of sponsored sessions and Discover MarTech theater presentations you can attend with a FREE Expo+ pass! Leading martech vendors Oracle, IBM, Demandbase, Dataroma, SurveyMonkey, Workfront, Acquia, Allocadia, Sitecore, ON24, Blueshift, Pitney Bowes, Magnolia, Merkle, Tealium, Percolate, VanillaSoft, Brightcove, Yes Marketing, Arm Treasure Data, Brandcast, Scaled Inference, Akkroo, and more will tackle crucial martech topics, including…

  • A Marketer’s Guide to the California Consumer Privacy Act (CCPA)
  • Solving The Stack: Building A MarTech Portfolio That Transforms Your Marketing
  • Marketing Technology Today and Tomorrow: Pipe Dreams and Boiled Oceans
  • Inspiring a Data-First Culture Through Internal Activism
  • The Truth About Personalization — Using a CDP to Personalize Marketing
  • ABM & Modern B2B Advertising: Reaching The Buying Committee At Target Accounts
  • How Martec Helped Lands’ End Double Revenue & Streamline Marketing Processes
  • Webify Everything: How to Gain More Control Over Your Customer Journey
  • Driving Growth with AI-driven Segmentation, Personalization, and Optimization
  • B2B Account Based Tactics at Enterprise Scale
  • The Day Marketing Held Sales Accountable
  • Take the Leap: Moving from Random Acts to Impactful Marketing ROI
  • Transform into a Modern B2B Marketing Powerhouse
  • The Five Tensions of Customer Experience
  • Closing the CX Gap: Making Sense of MarTech Sprawl
  • Tony Byrne, the founder of research and advisory firm Real Story Group, will also host recurring Discover MarTech Theater presentations on The New Omni-Channel Stack, The Right Way to Buy Marketing Technology, Myths Vendors Tell, and Get the Right Vendor Short List.

    You’ll also be able to meet with dozens of other martech vendors exhibiting in the Expo Hall.

    Reserve Your Tickets Now: Prices Go Up March 2

    If you’re looking to achieve the best results from marketing technology in your organization, as a marketing technologist, a marketing operations leader, a marketing executive, or the champion driving digital transformation, this is an event you won’t want to miss.

    Our Beta rates end on Saturday, March 2. Reserve your seat now. I’m looking forward to seeing you in April!

    P.S. Get a sneak peek at the kinds of insights you can expect at MarTech by joining me Thursday, February 28 at 1:00PM EST for a free webinar: 2019 Martech Trends You Need To Know. Secure your spot today!

    Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

    About The Author Scott Brinker is the conference chair of the MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today's parent company, Third Door Media. The MarTech event grew out of Brinker's blog,, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.

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