Gartner Marketing Expert

Colin Reid

Sr Director Analyst

Colin Reid is a Senior Director Analyst at the Marketing Technology and Emerging Trends domain at Gartner. He focuses on strategies for marketing technology and emerging trends specifically designing, building, integrating, operating and then optimizing all aspects of martech ecosystems.

From planning and evaluation, through vendor selection and negotiation to implementation, measurement and even rationalization Colin helps marketing leaders achieve their objectives through building effective and efficient systems that drive value for their organization.

He also covers other areas such as Content Operations, connecting martech with adtech and understanding performance measurement including reporting and ROI.

In addition to broad understanding of the marketing technology domain Mr. Reid has been a CMO, a COO and lead teams at client marketing organizations, marketing agencies and global technology providers where he experienced being a Gartner client.

Previous experience

Mr. Reid oversaw global marketing for SAS' marketing analytics, adtech and martech portfolios. Worked with C-suite and marketing executives to help them develop and deliver strategies in an evolving and fragmented world.

Professional background

SAS Institute

Global Marketing Director, Customer Intelligence

Teradata Marketing Services

Head of Digital Marketing Center of Excellence


SVP & Chief Revenue Officer

Areas of coverage

Digital Marketing Strategy and Execution

Marketing Technology and Emerging Trends

Marketing Data and Analytics

Content Marketing and Management


B.Eng., With Honors, Chemical and Minerals Engineering Charted Institute of Marketing Post Grad. Certificate and Advanced Certificate in Marketing

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Top Issues That I Help Clients Address

1What are the most important things I need to consider when I am selecting software from marketing technology vendors? (e.g. Salesforce vs. Adobe vs. Oracle)

2What is the best way I can show the ROI of our martech stack? (Am I getting value?) Is there best practice?

3How do I manage my creative and digital assets from creation through curation and into deployment? (What is dynamic content generation? What are DAMs?)

4What is the next big thing in martech and should I be considering it? What are others doing?

5How do I connect my martech stack together to do better multichannel (or omnichannel) marketing? Or how do I connect my marketing (martech) and my advertising (adtech)?