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Agile Marketing &
Rise of the Marketing Technologist
by Scott Brinker
   @chiefmartec



http://www.chiefmartec.com
Agile Marketing &
Rise of the Marketing Technologist
by Scott Brinker
   @chiefmartec
                             Download this
                             deck from my
                             Twitter feed.
http://www.chiefmartec.com
Marketing is moving faster.
Agile Marketing & Rise of the Marketing Technologist
Marketing is increasingly complex.
From Stretched to Strengthened, IBM Global CMO Study 2011
Agile Marketing & Rise of the Marketing Technologist
The only constant is change.
Marketing is more strategic.
Agile Marketing & Rise of the Marketing Technologist
7X
“You may ask
yourself, how do
  I work this?”
      – Talking Heads
Marketing
5 Meta-Trends
Marketing
5 Meta-Trends
Marketing
5 Meta-Trends
Marketing
5 Meta-Trends
Marketing
5 Meta-Trends
Marketing
5 Meta-Trends
Marketing
5 Meta-Trends
  Marketing
  Technologists
Marketing
5 Meta-Trends
  Marketing       Agile Marketing
  Technologists
Agile Marketing & Rise of the Marketing Technologist
“ We tend to overestimate the
  effect of a technology in the
  short run and underestimate
                            ”
  the effect in the long run.

               – Amara’s Law
The Re-Imagination of Nearly Everything




www.kpcb.com/insights/2012-internet-trends
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
“Magnitude of Upcoming Change
       Will Be Stunning”
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Where audience goes, marketing follows.
Agile Marketing & Rise of the Marketing Technologist
Digital Share of Global Ad Spend
2010    2011     2012    2013     2014
14.7%   16.0%   17.8%   19.6%    21.5%
How much of marketing is digital?
~1/3 spend > 50% of their budget on digital
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Trees differ in size; the forest is growing.
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
The ZMOT is a flurry of activity:
                   Query search engines
                   Visit company web site
                   Read educational content
                   Follow on Twitter
                   Visit competitor web sites
                   Read reviews
                   Discuss with friends
                   Check online communities
                   Comparison shop
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
“Big, large, glass
buildings do not
 buy software.
  People do.”
    – Jonathan Becher
      CMO, SAP
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry.
  An increase in marketing responsibility.

             Customer experience
             Social media marketing
             Content marketing
Agile Marketing & Rise of the Marketing Technologist
Source: Forrester Research
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
is for product
“ Every single customer experience
  is a brand moment of truth. ”

         – Steve Cannon, CEO
           Mercedes-Benz USA
is for promotion
Distance between creative and
customer experience.
Creative and customer experience
Marketing and customer experience blur.
            are now blurred.
Agile Marketing & Rise of the Marketing Technologist
roduct is promotion
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Great Experience = Great Brand
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
“I feel more like a CIO than a CMO! I have
 marketing automation, CRM, listening
 platforms—I’m up to my eyeballs in
 technology.”
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
New technology is
constantly emerging.
Brands continuously seek differentiation.
Software is now easy to create and scale.
A perfect storm for marketing technology
   Marketing   Migration from
                old to new       Large market
    Spend




                                                New Ventures
    Cloud      Migration from
  Computing      IT to SaaS
                                  Relatively
                                 easy to sell
   Trackable    Measurable
   Medium          ROI


  Disruptive     Opportunity
  Innovation   for new players
                                 Low barriers
                                   to entry
    Software     Low cost,
   Economics    high margin
Agile Marketing & Rise of the Marketing Technologist
The Golden Age of Marketing Software.
Software has become how marketing
    sees and touches the world.
Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.
“He who controls the spice,
  controls the universe.”
“He who controls
       the
software, controls
 the marketing.”
Who choreographs this ballet?
Or is it more of a mosh pit?
Technology Decisions in Marketing
Who decides?             On what basis?
• Marketers              • Technical depth
• IT department          • Right incentives
• Web shop               • Business alignment
• Vendors                • Accountability
• Ad hoc                 • Marketing vision
Marketing




IT
Marketing’s perceptions of IT:

IT is the department of “no.”
IT doesn’t speak marketing’s language.
IT doesn’t understand the need for speed.
IT isn’t concerned with the customer.


                 Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
IT’s perceptions of marketing:

Marketing is spin.
Marketers don’t care about integration.




                 Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Not an
    IT motto.

(And for good reason.)
The
            Marketing
Standardize            Experiment
            Technology
               Cycle
Well, there’s always a committee…
iiiii
  Traditional   IT        Mktg                        IT                Mktg      Committee




                IT        Mktg                        IT         i      Mktg
  Co-located                                                                      Liaison
                           IT




                                                              Mktg
                IT        Mktg
  Embedded                                                                        Direct Report
                           MT
                                                                 IT


                IT        Mktg                        IT                Mktg
Independent                                                                       Outsourced (Mktg)
                     MT                                                 Outside
                                                                         MT


                                                      IT                Mktg
Joint Venture   IT   MT Mktg                                                      Outsourced (IT)
                                                    Outside
                                                     MT




                IT                                    IT                Mktg
     Practice             Mktg                                                    Outsourced Triangle
                MT                                            Outside
      Center                                                   MT




      Hostile   IT        Mktg                             IT         Mktg        Merged


                                IT   Marketing   Marketing Technology
King Solomon’s
Marketing-Technology Split
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
www.slideshare.net/marketingtransformation/the-chief-marketing-technologist
Agile Marketing & Rise of the Marketing Technologist
A technologist by any other name…

                       Digital Services
Marketing CTO
                         Marketing IT
Marketing Operations

                Marketing Engineering
Marketing Technology
Data from Gartner 2012, graphic by IBM.
Agile Marketing & Rise of the Marketing Technologist
Marketing Technologist = Choreographer
The               Creative
                  Agencies
Marketing
Technology
Frenemy
Triangle            CMO



                    CIO


       Tech                  Software
    Consultants              Vendors
Not all marketers need be technologists.
Just as not all marketers are “creatives.”
But tech must be part of marketing’s DNA.
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
3 Questions of the Daily Stand-Up:

1. What did I do yesterday?

2. What am I going to do today?

3. Are there any impediments in my way?
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
The traditional multi-month marketing cycle:

        Plan
               Create
                        Distribute
                                     Measure

 Time
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Our customers are now agile.
That’s a problem, because this isn’t:

       Plan
              Create
                       Distribute
                                    Measure

Time
Agile Marketing & Rise of the Marketing Technologist
What’s important in modern marketing?

  • Individuals and interactions
  • Responding to change
  • Customer collaboration
  • Working content, “experiences”
From agile software development
      to agile marketing.
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
In 2009, Google ran
approximately 12,000
     experiments.
In 2009, Google ran
approximately 12,000
     experiments.

 Only about 10% of
them led to business
     changes.
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Agile Marketing & Rise of the Marketing Technologist
Marketing
5 Meta-Trends
Agile Marketing & Rise of the Marketing Technologist

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Agile Marketing & Rise of the Marketing Technologist

Notas del editor

  1. Now, I’m not saying that everyone in the marketing department has to be a technologist.
  2. But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.