In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’. Our special guest this week is Frans Riemersma. Apart from being a co-author on a very important part of ‘Hello $Firstname’, Frans is driving a lot of interesting research out there with MartechTribe.com and is really getting to the bottom of Martech and Martech Ops. This also includes the work on MarTechMap.com with Scott Brinker from ChiefMartec. So who better to take this discussion with? In the episode we cover the following points: Frans's career path and his work MarketingTribe.com and the Martechmap.com with Scott Brinker What the term Marketing Ops means? How big personalization is in Martech these days and how that has changed over the years What a maturity model is - and how it can be used by e.g. a CMO The CMMi maturity framework What the Hack, Pack, Stack steps mean for marketing and how it fits with Marketing Productization How to break through the glass ceiling from one maturity level to the next How GenAI affect personalization and finally Frans's own favourite example of personalization that he has experienced personally Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’ Watch the full Episode with video on Youtube here. The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.