The State of MarTech Report

There has never been a more exciting time to work in marketing and technology. The world was already digitising rapidly, but the pandemic has accelerated this digital transformation. Companies that have been forced to adapt to evolving customer behaviours to survive now have an opportunity to thrive.


Who is Aaron Ross?

In this world of sales / salestech there’s a whole smorgasbord of creators and rock that we can look to for guidance and advice… sort of like Jesus or Buddha or, I don’t know, Uncle Phil from The Fresh Prince of Bel Air.

Aaron Ross is one of the many people we can look to for inspiration and like Uncle Phil from Fresh Prince, is both American and has to look after a load of kids, since he’s a father of nine.

Not just anyone who can make an eleven-a-side football team with the people in his house can get a profile piece on Martech Alliance though, and Ross has done a fair few things to get where he is, having recently found himself inducted into the Sales Hall of Fame, which apparently is a thing.

Aaron Ross created Salesforce back in 2002 when the internet was more like the Wild West than the information and meme superhighway it is now, and since then, in his own words, has “helped hundreds of companies figure out how to build scalable, predictable revenue teams and have created billions in value”.

The companies Ross and Predictable Revenue (of whom he is the CEO) have worked with include the likes of Uber, Oracle and SAP and on top of that, he has written more books than you’ve had hot dinners. For the sake of brevity and relevance though, the most suited off his books for us at Martech Alliance and probably yourself also happen to be a couple of bestsellers; "Predictable Revenue" and "From Impossible To Inevitable".

There’s a dangerous amount to admire about Ross, from his nearly 20 years in the business to the unicorn emoji after his name on LinkedIn and it seems like he teaches people young, as he told a story about how one of his daughters used his own sales techniques against him to get doughnuts. And you know what? It worked. The girl got her doughnuts. When’s the last time you tricked someone into buying doughnuts for you? I bet it’s been at least four months.

Rather excitingly, Aaron Ross will be appearing as a speaker at #MarTechFest Dial Up, the internet version of our famous (and much aped) anti-conference, which will take place for a whole working week from the 19th to the 25th of April, 2021!

You can get your pass for that week of loveliness right here, and if you want to get some reading in before then, you can find Aaron Ross’s book right here on our Marketing Book Club list here.

2021 top marketing books