Marketing is becoming a technology-powered discipline, from the front-facing technologies we use to engage with prospects and customers in a digital world to the back-office technologies we use for a new generation of marketing operations. These technologies have tremendous potential to increase marketing's capabilities and value to the organization — but they require us to embrace technology strategy and management as a more integral part of the marketing function. This slide deck will give you an overview of these new dynamics and help you forge a plan for moving forward in this brave, new world.

1. The Epic Collision of
Marketing & Technology
by Scott Brinker
@chiefmartec

2. Technology
Madison Avenue

3. How big is this
technology
asteroid?
A) Big
B) Very Big
C) OMG

4. Big

5. VERY
BIG

6. O
M
G

9. “You go marketing with
the technology you have
— not the technology
you might want or wish
to have.”

10. technology
management is
deciding which
changes are
adopted
technology changes
exponentially
?
?
organizations change
logarithmically

12. 70%
…of marketers
feel that the
marketing
function will
fundamentally
change over the
next 5 years.
Accenture Interactive: Turbulence for the CMO report 2013

13. What is driving this fundamental change?

14. 1
2
3

15. 1

16. In the beginning…
(1960)

17. Product
4P’s
Theory
Price
Marketing
Mix
Place
Promotion

19. Product
4P’s
Practice
Price
Marketing
Mix
Place
$$$
Promotion

20. But the
Internet
delivered a
one-two
punch to
the reigning
promotion
champ…
Instant
Experience
1

21. The distance between promotion
and product experience has
collapsed to a click.

26. An explosion
of customer
experience
touchpoints.

27. The
Extended
Product

28. But the
Internet
delivered a
one-two
punch to
the reigning
promotion
champ…
Instant
Experience
1
2
Open
Communication

30. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

32. “Yeah, but we’re in B2B…”

33. “Big, large, glass
buildings do not
buy software.
People do.”
– Jonathan Becher
CMO, SAP

35. The “new” champ of
the marketing mix…

36. Extended
Product
4P’s
Revised
Price
Marketing
Mix
Place
Promotion

37. Develop marketing staff who think
like “product owners” more than
marketing managers. A “product”
might be anything that customers
interact with — for instance, a
website.
— Interview with Ray Valez
CTO of Razorfish
Author of Converge
http://chiefmartec.com/2013/09/front-row-merging-marketing-technology/

38. Customer experience is your brand.

39. But what are experiences made from?

40. 2

41. Fact #1:
The world is
now digital.

44. Domo Infographic: Data Never Sleeps

46. Fact #1:
The world is
now digital.
Fact #2:
Everything
digital is
powered by
software.

47. “Software is
eating the
world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011

54. “I feel more like a CIO than a CMO! I have marketing
automation, CRM, listening platforms—I’m up to my
eyeballs in technology.”

56. Migration from
old to new
Large market
Cloud
Computing
Migration from
IT to SaaS
Trackable
Medium
Measurable ROI
Disruptive
Innovation
Opportunity for
new players
Software
Economics
Low cost,
high margin
Relatively easy
to sell
Low barriers to
entry
New Ventures
Marketing
Spend

57. Today

58. Mega Suites
Today
Backbone
Platforms with
3rd-Party “Apps”

59. Backbone
Platforms with
3rd-Party “Apps”

60. We don’t control
the environment.
We don’t control
the customer.
We want to be
differentiated.
Marketing is not ERP.

61. Platform strategies are
starting to emerge in
marketing automation.
http://chiefmartec.com/2013/10/emerging-third-party-era-marketing-automation/

62. A Golden Age of Marketing Software

63. Software is how
marketing “sees” and
“touches” customers
in a digital world.

64. Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.

65. “He who controls
the spice, controls
the universe.”

66. “He (or she)
who controls
the software,
controls the
marketing.”

67. The King Solomon Marketing/Technology Split

68. We want marketers who are also
techy-savvy (and vice versa).
Marketing technologists.
Growth hackers.
Digital strategists.
Marketing operations.
Data scientists.
Marketing nerds.

72. Data from Gartner 2012, graphic by IBM.

74. Technology Authority
Cowboy
Laggard
Prisoner
Technology Expertise

75. Not everyone in marketing
needs to be a technologist.
Just as not everyone in marketing
had to be a “creative.”

76. Technology
Finance
Storytelling
Design
Technology must
become a part of
marketing’s DNA.

77. 21% of CEOs think
technical expertise
is a top 3 CMO skill.
Only 13% think agency experience is.

78. 3

80. Traditional marketing
management followed a
relatively well-structured,
staged yearly plan.
Plan
Produce
Deploy
This is known as
waterfall project
management.
Review
It’s a predictive approach to management.

81. Going back up the
waterfall is not
pleasant.

82. That is a dead
marketing plan.

83. Agile marketing is an approach
for adaptive marketing
management.
Derived from
agile software
development
methodologies
such as Scrum
and Kanban.

84. The elements of agile marketing:
Team
Process
Artifacts
Philosophy

86. This is your backlog.
Update Backlog
1
2
5
9
Write down tasks or “stories
along the buyer’s journey.”
3
6
7
10
11
Prioritize them.
4
8

87. This is your task board.
Sprint Planning
To Do
1
2
3
4
5
6
7
8
9
10
11
1
4
2
In Progress
5
3
The team takes a set of tasks—in order—that
they will commit to completing in this sprint.
Done

88. Sprint
During the sprint,
team members
take on tasks in
order of priority.
Work “in progress”
is easy to see.
Kanban limits work in progress.
To Do
In Progress
Done

89. Sprint
1 day
Every day, the team
meets for a 15-minute
stand-up.
Each person on the team
answers three questions:
Daily
Stand-up
1. What did I do yesterday?
2. What am I going to do today?
3. Are there any impediments
holding me back?

90. Sprint Review
To Do
In Progress
Done
At the end of the sprint,
the team conducts a
review of the work
completed.
This is a good time to
demo and report on
progress to management.
Often inspires new tasks to
be added to the backlog.

91. Sprint Retrospective
The team also does a
retrospective meeting — not
about the work, but about the
process and their interactions:
What went well?
What could have been better?
What should we try next time?

92. The agile cycle continues…

93. Agile marketing isn’t
about working
faster.
One Long Cycle
vs.
Multiple Short Cycles
It’s working in a
more incremental
and iterative
fashion — to have
more flexibility to
adapt to feedback
and changes.

96. 1
2
3

97. So back to that epic collision…

98. Don’t think of it as the end
of the dinosaurs (it is).

99. Think of it as the rise of the modern marketer.

100. Reach me at:
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com
Blogger
Chief Marketing Technologist
http://chiefmartec.com