1) Everything is now marketing as customers interact with companies through digital experiences and marketing technology enables personalized engagement; 2) To adapt, organizations must be agile by prioritizing individuals, collaboration, and responding quickly to change like agile methodologies; 3) Software is defining new customer experiences and marketing technology is thriving, so everyone in an organization must think and act with agility.

1. Everything Is Marketing,
Everyone Must Be Agile
by Scott Brinker
President & CTO, ion interactive
http://www.chiefmartec.com
Twitter: @chiefmartec

2. By 2017, the CMO will spend
more on IT than the CIO.
– Gartner

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

4. What does this have to do with agile?

6. This leads to two
transformational mandates:
1. Everything is marketing.
2. Everyone must be agile.

7. These two mandates are intertwined.

8. By “agile,” I do mean little-a agile.
But Big-A Agile methodologies
help us achieve such agility.

9. * We may need to adjust
these methodologies
for different contexts.

10. But first, why is everything marketing?
(I do mean little-m marketing.)

11. “Business has only two basic functions:
marketing and innovation.”
– Peter Drucker

13. The traditional multi-month marketing cycle:
Plan
Create
Distribute
Measure
Time
(Does this look familiar?)

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

19. Our customers are now agile.

20. That’s a problem, because this isn’t agile:
Plan
Create
Distribute
Measure
Time

23. Observations of this new kind of marketing:
• Individuals and interactions
• Responding to change
• Customer collaboration
• Working “experiences”
(Does this sound familiar?)

25. This new kind of marketing is about more
than advertising, PR, communications, etc.
It’s about end-to-end customer experience.

26. This new kind of marketing is more strategic.
Strategic 7
5.9
6
5 4.8
4
3.2
3
2
1
Tactical
Two Years Ago Today Two Years From
Now
Source: Gartner Marketing Change survey with high-tech and telecom provider marketing executives conducted September 2011, N = 309

27. This is why everything is now marketing.

28. “Marketing is too
important to be left
to the marketing
department.”
– Seth Godin
( – David Packard )

29. Employees are consumers too, and they’re
seeking the same dynamics at work.

30. This is why consumerization of IT is thriving.

33. Observations of this new kind of organization:
• More participation
• More responsiveness
• More independence
• More transparency
(The spirit of agile methodologies.)

34. In this environment, technology is more
than infrastructure—it is capabilities.

35. 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

36. Marketing Technology Landscape August 2011
MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT
TARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT
MANAGEMENT
VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING
CREATIVE
OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM
MARKETING AUTOMATION
SEARCH AD MANAGEMENT
WIDGETS/PLUG-INS
SALES AUTOMATION
SOCIAL MEDIA AD MANAGEMENT
LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING
& MICROSITES
CUSTOM DATABASES
SOCIAL MEDIA MARKETING MANAGEMENT
WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE
SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT
MULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT
External Promotion Customer Experience Marketing Management by Scott Brinker @chiefmartec http://www.chiefmartec.com

37. The Golden Age of Marketing Software.

38. Software is our interface to the digital world:
• Analytics shapes perceptions
• Automation guides processes
• Optimization hones tactics
• Listening leads engagements
• Targeting defines segments
• CRM structures relationships

39. Software is defining
the new customer experience.

41. “Programming” projects are where
agile processes thrive.

42. Digital agility from the bottom-up.

43. Disruptive innovation beyond marketing.

44. This is why everyone must be agile.

45. To adapt agile in other
contexts, we need to
make a few
adjustments.

47. An“agile marketing” manifesto?

48. Individuals and actions
over processes and tools.

49. Responding to change
over following a plan.

50. Remarkable customer experiences
over rigid customer management.

52. Testing and data
over opinions and conventions.

56. Beware the HiPPO!

57. Numerous small experiments
over a few large bets.

59. “The best way to have a good idea
is to have a lot of ideas.”
– Dr. Linus Pauling

61. From principles to methodologies…

64. “The first thing you should do is think about
culture—because culture eats strategy for
lunch (and breakfast, and dinner).”
– Jonathan Becher
CMO, SAP

65. Agile needs champions.

66. “Innovation is anything,
but business as usual.”
Scott Brinker
President & CTO
ion interactive, inc.
http://www.ioninteractive.com
Chief Marketing Technologist blog:
http://www.chiefmartec.com
Twitter: @chiefmartec