In the past marketers had to go through IT for the marketing tools they need. Today marketing technology is widespread, easy to adopt and use. It’s been taken out of the hands of IT, and placed into the hands of practically everyone in the organization. This keynote explores the possibilities and challenges that new MarTech - with the introduction of artificial intelligence - is giving marketers.

1. Democratizing Martech
The Rise of Citizen Developers & Data Scientists
Scott Brinker
@chiefmartec

2. VP Platform Ecosystem
Editor
Program Chair
Scott Brinker
@chiefmartec

4. The Strange History of
Martech Consolidation
2011
2012
2014
2015
2016
2017
2018
~150
~350
~1,000
~2,000
~3,500
~5,000
~7,000

5. 6,829 solutions
27% growth
6,242 unique
28% growth
Only 4.5% of solutions from the 2017 landscape were removed
in the 2018 landscape(another 2.7% changed name or category).

6. 2011 2012 2014 2015 2016
~350 ~1,000 ~2,000 ~3,500~150
+
=
+ + +
2018
~7,000

20. Design for change.

21. 58.2% of
marketing leaders
have restructured to
better leverage
marketing
technology.

22. Do you have someone
explicitly in charge of
marketing technology?

24. 1. Centralize everything you can.
2. Automate everything you can.
3. Decentralize everything you can.
4. Humanize everything you can.
5. Embrace continuous change.
The New Rules of
Marketing Technology & Operations

26. The test of a first-
rate intelligence
is the ability to
hold two opposed i
deas in mind at the
same time and still
retain the ability to
function.
– F. Scott Fitzgerald

27. Mark E. Ting

28. HumanizeAutomate

29. Automation
is good!

30. Automation
is bad!

32. efficient for the customer
efficientforthecompany
YESNO
YESNO
CRAPPY
DANGEROUSLY
EFFICIENT
AWESOME
MAY BE WORTH
IT

33. The map is not the terrain.
(And the MAP is not the customer.)

34. When the map
and the terrain
disagree, trust
the terrain.
When the MAP and
the customer
disagree, trust the
customer.

36. DecentralizeCentralize

37. centralized
decentralized

38. CENTRALIZE DECENTRALIZE
Google Sheets
aPaaS
CMS
CDP
Centralized content repository,
brand-approved templates
Blogging, landing pages
produced by many teams
Centralized customer data,
common customer identify
Integrate with many disparate
team tools, data repositories
Standardized tool supporting easy
collaboration
Any individual or team can create
their own sheets
Common, governed platform for
no-code/low-code apps
Many individuals or teams can
create their own apps

39. Platform Design Principles
1. Recognize the potential that
grows at the edge.
2. Design for emergence.
3. Use self-organization to provide
mass customization.
4. Enable continuous learning in
VUCA.
Credit: Simone Cicero, Platform Design Toolkit

40. Volatility
Uncertainty
Complexity
Ambiguity

41. Platform Design Principles
1. Recognize the potential that
grows at the edge.
2. Design for emergence.
3. Use self-organization to provide
mass customization.
4. Enable continuous learning in
VUCA.
5. Design for disobedience.
6. Design for interconnectedness.
7. Let go the identity, identify with
the whole.
Credit: Simone Cicero, Platform Design Toolkit

42. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZECHANGE

43. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
agilityscale
peopletechnology
CHANGE

44. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
agilityscale
peopletechnology
authenticity
efficiency innovation
brand
CHANGE

45. • Standardize common tools
• Standardize common data
• Standardize processes
• Platformization

46. 1960 1970 1980 1990 2000 2010 2020
Mainframe Client/Server Web Cloud
large, monolithic applications
A Simplified History of Enterprise Architectures
network of
apps and
microservices
Source: Sequoia Capital

47. @chiefmartec

50. • Local experiments & workflows
• BYOT (bring your own tools)

51. What Marketing Executives
Think Is Being Used
What
Marketers Are
Actually Using
What
Marketers
Want to Use
Adapted from The New Kingmakers by Stephen O’Grady

53. • Local experiments & workflows
• BYOT (bring your own tools)
• Federated data
• Citizen developers, data scientists,
integrators

54. DEVELOP
INTEGRATE
ANALYZE

55. time
app-likefunctionality

56. time
app-likefunctionality
Excel

57. time
app-likefunctionality
Excel
Google Sheets &
Google Forms

58. time
app-likefunctionality
Excel
Google Sheets &
Google Forms
+ Zapier

60. time
app-likefunctionality
Excel
Google Sheets &
Google Forms
+ Zapier
Airtable,
AlphaSheets,
Smartsheet,
Salesforce
Lightning
Object Creator

64. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic

65. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic

66. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
production
rate/volume

67. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
marketing technologists marketersIT
low code no codecode no build
marketing
domain
example
citizen
developer
platforms

68. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
marketing technologists marketersIT
low code no codecode no build
marketing
domain
example
citizen
developer
platforms
citizen developers

69. The future of coding is
no coding at all.
– Chris Wanstrath
Co-Founder, GitHub

70. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
marketing technologists marketersIT
marketing
domain
example
this was a
big
transition
this will be
a bigger
transition

78. time
performance disruptive
innovation
discipline
experts
domain
experts
power
users

79. • Marketing empowerment
• Levers for empathy & intuition
• Customer visits
• CX anomaly detection

80. • Marketing enablement

82. • Marketing enablement
• Enlightened governance
• Customer code
• Culture code

83. • Design for change

84. 20%
42%
25%
9%
3%
< 6 months 6-12 months > 1 year > 2 years don’t know
Source: PointSource, 2017 Executing Digital Transformation Study
Average duration of a
technical initiative from
business request to deployment
34% more
than a year

85. Idea Wait in Queue
Initial
Build
Feedb
ack
Final
Build
Idea
Initial
Build
Feedb
ack Iterate Until Done
time
Restart to
Iterate
Central
Service
Bureau
Self-
Service
Citizens

86. time
Project 1 Project 2 Project 3
Project 1
Project 2
Project 3
Central
Service
Bureau
Self-
Service
Citizens

87. • Design for change
• Agile marketing
• Red teaming
• Antifragility
• Open mindset

88. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
Global mission, culture,
and beliefs.
Global, standardized
process, data & tools.
Focus on individual
customers in context.
Locally optimized
process, data & tools.
agilityscale
peopletechnology
authenticity
efficiency innovation
brand
CHANGE

90. Editor
http://chiefmartec.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Email me at:
Program Chair
http://martechconf.com
VP Platform Ecosystem
http://www.hubspot.com