Melbourne, Australia – Melbourne-based global martech news provider The Martech Weekly (TMW), has today officially announced its partnership with Alium, a New York-headquartered buyer intelligence platform.

This new joint venture aims to provide reassuringly transparent market intelligence that prioritises providing honest customer reviews to those charged with making high-stakes purchasing decisions.

Spearheading this initiative will be Juan Mendoza, CEO & editor at The Martech Weekly, as well as Jonathan Sherry, CEO & founder of Alium.

Both Mendoza and Sherry have concluded that the $50 billion technology research industry is ripe for disruption. Both have runs on the board, so it would be risky for complacent incumbents to assume they have little to fear. With negotiations finalised, Mendoza and Sherry will be pushing forward with their plans on this new joint venture.

Alium, a new entrant into the buyer intelligence space, will be interviewing experts with first-hand experience purchasing, implementing, and using marketing technology. Alium compiles this data to provide unparalleled insights into the strengths, weaknesses and opportunities of various marketing technologies from practitioners.

On the other hand, TMW will be keeping busy marketing technology leaders ahead of the industry with their Wednesday Martech briefing and in-depth Sunday essays. Additionally, TMW aims to identify the most promising and innovative marketing technologies each year with the ‘TMW 100’, ranking the 100 most innovative marketing technologies globally from 1st to 100th place, decided by the marketing technology community and a panel of nine global experts.

From July 1, Alium and TMW will join forces to bring greater clarity to how marketing technology is being used, bought and sold, giving marketing-industry executives an unprecedented, long-overdue understanding of which Martech tools are worth the outlay.

Speaking on their stance on this initiative, Mendoza said, “Until relatively recently, businesses were spending ever more on Martech but then failing to make much use of it. Inevitably, companies have now reacted by reducing their spend on Martech. That’s understandable, but short-sighted.”

Meanwhile, Sherry also commented, “Like Juan, I’ve long had issues with the established players. They clip the ticket at various points, taking money from both tech buyers and sellers. This leads to conflicting incentives, which degrades the quality of the analysis they provide.”