It’s projected that Marketing departments will outspend IT divisions within enterprise organizations by 2015. This session will review how marketing executives are adapting to new technologies that eliminate manual processes, provide a comprehensive understanding of campaign effectiveness, and provide clarity on the marketing department’s contribution to revenue. We’ll review the changes in strategy, personnel, budget, and expertise that are required to support change and take a look at the variety of marketing technology categories in the marketplace today.

1. The New CMO Technologist
How technologies are changing the role of marketing executives
Dustin Ritter
Vice President
PTI, MarcomCentral

2. Background
• VP of Marketing, MarcomCentral
• MarcomCentral is a leading provider of SaaS based enterprise
marketing asset management solutions since 2000
• 3700+ intranets/portals created to help organizations centralize,
customize and distribute marketing assets
• Empowers pre-approved sales teams, field marketers, partners
and others to effortlessly create unique one-on-one customer
experiences that adhere to all corporate brand standards
• MarcomCentral also streamlines access to corporate-approved
vendors to further facilitate creation, tracking and distribution of
marketing goods

3. Clients

4. “As of 1995, the majority of enterprise
software dollars were focused on back-office
functions while the sales and marketing
functions were largely ignored or served by
smaller point-solution vendors… With a
market capitalization of $17 billion, it has
become the new industry heavyweight.”
Gigaom: “Marketing is the Next Big Money Sector in Technology”

5. “By 2017, CMOs will spend more on IT
than their counterpart CIOs.”
Gartner: “By 2017 the CMO will Spend More on IT Than the CIO”

6. “On average, nearly one-third (30%) of named
marketing-related technology and services is bought
by marketing already. What’s more, marketing now
influcences almost half of all purchases.”
“CMOs and CIOs alike must recognize that
tehcnology and marketing are now inextricably tied,
and that future success depends on the creation of a
totally new kind of cross-functional organization.”
Gartner: “By 2017 the CMO will Spend More on IT Than the CIO”

7. Why Embrace
the Integrative Role of
“CMO Technologist”?

8. “The leaders of tomorrow will be
fluent in the language of technology –
if they’re not, they certainly won’t be
the ones who are leading.”
Eric Hippeau: “From CMO to CTO”

9. The Forces of Change
• Media formats are transforming
• Content must be hyper-relevant
• Marketing efforts must be quantified
• Technologies are continuously evolving

10. Media Format
Transformation

11. “The marketing and media ecosystem has arraived at
an evolutionary threshold. Numerous developments
have brought the industry to this transition point.
Many more advertising platforms exist. And marketers
are insisting on greater precision in targeting and
accounting for their ad spend.”
Forbes: “Why Do Chief Marketing Officers Have A Short Shelf Life?”

12. The Marketing Spend Shift

13. The Convergence of Media

14. Content Relevancy

15. Traditional Marketing

16. Consumers Want Relevancy
“Seven in ten consumers say they like
custom content because it is
tailored to their specific interests.”
“6 in 10 say that after reading a custom
publication, they feel like they know more,
and feel better about the company.”
GfK Roper Public Affairs & Corporate Communications:
“Consumers’ Attitudes Toward Custom Content”

17. Personalization Works

18. Personalized Direct Marketing
Print
SMS
Email
Microsites

19. Personalized Digital Marketing
Website Content
Retargeted Online Ads
Apps
Social Ads

20. Personalized Traditional Marketing
TV
Radio

21. Deliver Personalized Content
Technology
Data
Content
Media

22. Marketing Quantified

23. “Data has transformed marketing into a more
quantitative discipline. This new accountability
is helping marketing evolve from an expense
to a measurable driver or revenue.
(Data makes) experimentation and optimization
through A/B and multivariate testing a
part of everyday marketing life.”
Scott Brinker: “Chief Marketing Technologist 10-24-12”

24. “The new ROI of marketing goes even
further than investments and impressions.
It also encompasses return on
engagement, objectives and opportunity.”
Forbes: “Understanding The New ROI of Marketing”

25. Measuring Marketing Success

26. Measuring Marketing Success

27. Measuring Marketing Impact

28. The Evolution of
Technologies

29. Early Technology Categories
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Ad Management
Social Media Management
Customer Relationship Management
Content Management
Web Analytics
Marketing Resource Management
Email Marketing & Analytics
Business Intelligence

30. The Marketing Technology Landscape
Concepts Technology
Categories

31. Technology Concepts v. Categories
• Enterprise Marketing management (EMM) is a marketing
technology concept
• Marketing Resource Management is a marketing
technology category
• New categories have emerged to better group like
features and function:
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Marketing Asset Management
Marketing Automation
Brand Management Solutions
Sales Enablement

32. Know The Technology Landscape
• You need to at least have a broad, baseline
knowledge of current and emerging technologies
to recommend which options your company
should consider
• Without this scope and with an overall lack of
strategy, you can waste time, monies and
ultimately lose credibility

33. Marketing Technology Landscape

34. Building Your Marketing
Technologies Portfolio

35. Common Pitfalls with Poor Strategy
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Purchase systems that solve a single need
Data is in silos for each application
Features overlap between systems
Feature gaps become apparent
Investment causes technology paralysis
Indecision on how to change and/or be effective

36. What’s At Stake
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Cost of Systems
Cost of (Perpetual) Training
Resources Depletion
Visible Ineffectiveness
Disenfranchisement

37. Becoming
the CMO Technologist

38. “What’s driving the need for this role? Marketers are
increasingly dependent on technology, notes Gartner,
for designing the customer experience across social,
mobile, commerce and website channels, for
integrating data from many sources to better
unerstand customers, and to support campaigns and
programs in technical-powered environments such
as search, social and mobile.”
Scott Brinker: “Gartner Confirms 70% Have Chief Marketing Technologist”

39. Educate and Evaluate
• Understand the Technology Landscape
• Evaluate Your Technologies
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What is currently owned
What is available
How do they integrate
Choose the ideal mix to meet objectives
Leverage best practices and possibly analysts or companies that
can help you do it. Do it yourself, and it can be overwhelming.
Avoid going down the wrong road from the get-go.

40. Collaborate with Others

41. Evaluate Staff and Roles
• Consider new roles
– Marketing Operations Manager
– Marketing Systems Administrator
– Marketing Automation Manager
• Hire technology savvy candidates
• Invest in ongoing training for current staff

42. Typical Marketing Staff and Roles

43. Expected Staffing Changes

44. Allocate Budget/Resources

45. Technology Investment Projections

46. Consistently Review And Adapt
Forbes: “Understanding The New ROI of Marketing”

47. Case Studies

48. Thank You
Dustin Ritter
Vice President
PTI, MarcomCentral