The Epic Collision of
Marketing & Technology

by Scott Brinker
@chiefmartec
Technology
Madison Avenue
How big is this
technology
asteroid?
A) Big
B) Very Big
C) OMG
Big
VERY
BIG
O
M
G
“You go marketing with
the technology you have
— not the technology
you might want or wish
to have.”
technology
management is
deciding which
changes are
adopted

technology changes
exponentially

?
?
organizations change
lo...
70%

…of marketers
feel that the
marketing
function will
fundamentally
change over the
next 5 years.
Accenture Interactive...
What is driving this fundamental change?
1

2

3
1
In the beginning…
(1960)
Product
4P’s
Theory

Price
Marketing
Mix

Place

Promotion
Product

4P’s
Practice

Price

Marketing
Mix
Place

$$$
Promotion
But the
Internet
delivered a
one-two
punch to
the reigning
promotion
champ…

Instant
Experience

1
The distance between promotion
and product experience has
collapsed to a click.
An explosion
of customer
experience
touchpoints.
The
Extended
Product
But the
Internet
delivered a
one-two
punch to
the reigning
promotion
champ…

Instant
Experience

1
2
Open
Communication
ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
“Yeah, but we’re in B2B…”
“Big, large, glass
buildings do not
buy software.
People do.”
– Jonathan Becher
CMO, SAP
The “new” champ of
the marketing mix…
Extended

Product
4P’s
Revised

Price

Marketing
Mix
Place

Promotion
Develop marketing staff who think
like “product owners” more than
marketing managers. A “product”
might be anything that c...
Customer experience is your brand.
But what are experiences made from?
2
Fact #1:
The world is
now digital.
Domo Infographic: Data Never Sleeps
Fact #1:
The world is
now digital.
Fact #2:
Everything
digital is
powered by
software.
“Software is
eating the
world.”

Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 20...
“I feel more like a CIO than a CMO! I have marketing
automation, CRM, listening platforms—I’m up to my
eyeballs in technol...
Migration from
old to new

Large market

Cloud
Computing

Migration from
IT to SaaS

Trackable
Medium

Measurable ROI

Dis...
Today
Mega Suites

Today

Backbone
Platforms with
3rd-Party “Apps”
Backbone
Platforms with
3rd-Party “Apps”
We don’t control
the environment.
We don’t control
the customer.
We want to be
differentiated.

Marketing is not ERP.
Platform strategies are
starting to emerge in
marketing automation.

http://chiefmartec.com/2013/10/emerging-third-party-e...
A Golden Age of Marketing Software
Software is how
marketing “sees” and
“touches” customers
in a digital world.
Analytics shapes perceptions.

Automation guides processes.
Optimization hones tactics.
Listening directs engagement.

Tar...
“He who controls
the spice, controls
the universe.”
“He (or she)
who controls
the software,
controls the
marketing.”
The King Solomon Marketing/Technology Split
We want marketers who are also
techy-savvy (and vice versa).
Marketing technologists.
Growth hackers.
Digital strategists....
Data from Gartner 2012, graphic by IBM.
Technology Authority

Cowboy

Laggard

Prisoner

Technology Expertise
Not everyone in marketing
needs to be a technologist.

Just as not everyone in marketing
had to be a “creative.”
Technology
Finance

Storytelling
Design

Technology must
become a part of
marketing’s DNA.
21% of CEOs think
technical expertise
is a top 3 CMO skill.

Only 13% think agency experience is.
3
Traditional marketing
management followed a
relatively well-structured,
staged yearly plan.

Plan

Produce
Deploy
This is ...
Going back up the
waterfall is not
pleasant.
That is a dead
marketing plan.
Agile marketing is an approach
for adaptive marketing
management.
Derived from
agile software
development
methodologies
su...
The elements of agile marketing:

Team

Process

Artifacts

Philosophy
This is your backlog.

Update Backlog
1

2

5

9

Write down tasks or “stories
along the buyer’s journey.”

3

6

7

10

1...
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 t...
Sprint
During the sprint,
team members
take on tasks in
order of priority.

Work “in progress”
is easy to see.

Kanban lim...
Sprint

1 day

Every day, the team
meets for a 15-minute
stand-up.
Each person on the team
answers three questions:

Daily...
Sprint Review

To Do

In Progress

Done

At the end of the sprint,
the team conducts a
review of the work
completed.
This ...
Sprint Retrospective
The team also does a
retrospective meeting — not
about the work, but about the
process and their inte...
The agile cycle continues…
Agile marketing isn’t
about working
faster.
One Long Cycle
vs.
Multiple Short Cycles

It’s working in a
more incremental
a...
1

2

3
So back to that epic collision…
Don’t think of it as the end
of the dinosaurs (it is).
Think of it as the rise of the modern marketer.
Reach me at:
sbrinker@ioninteractive.com
Twitter: @chiefmartec

Co-founder & CTO
ion interactive, inc.
http://ioninteracti...
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
The Epic Collision of Marketing & Technology
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The Epic Collision of Marketing & Technology

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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.

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The Epic Collision of Marketing & Technology

  1. 1. The Epic Collision of Marketing & Technology by Scott Brinker @chiefmartec
  2. 2. Technology Madison Avenue
  3. 3. How big is this technology asteroid? A) Big B) Very Big C) OMG
  4. 4. Big
  5. 5. VERY BIG
  6. 6. O M G
  7. 7. “You go marketing with the technology you have — not the technology you might want or wish to have.”
  8. 8. technology management is deciding which changes are adopted technology changes exponentially ? ? organizations change logarithmically
  9. 9. 70% …of marketers feel that the marketing function will fundamentally change over the next 5 years. Accenture Interactive: Turbulence for the CMO report 2013
  10. 10. What is driving this fundamental change?
  11. 11. 1 2 3
  12. 12. 1
  13. 13. In the beginning… (1960)
  14. 14. Product 4P’s Theory Price Marketing Mix Place Promotion
  15. 15. Product 4P’s Practice Price Marketing Mix Place $$$ Promotion
  16. 16. But the Internet delivered a one-two punch to the reigning promotion champ… Instant Experience 1
  17. 17. The distance between promotion and product experience has collapsed to a click.
  18. 18. An explosion of customer experience touchpoints.
  19. 19. The Extended Product
  20. 20. But the Internet delivered a one-two punch to the reigning promotion champ… Instant Experience 1 2 Open Communication
  21. 21. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
  22. 22. “Yeah, but we’re in B2B…”
  23. 23. “Big, large, glass buildings do not buy software. People do.” – Jonathan Becher CMO, SAP
  24. 24. The “new” champ of the marketing mix…
  25. 25. Extended Product 4P’s Revised Price Marketing Mix Place Promotion
  26. 26. 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/
  27. 27. Customer experience is your brand.
  28. 28. But what are experiences made from?
  29. 29. 2
  30. 30. Fact #1: The world is now digital.
  31. 31. Domo Infographic: Data Never Sleeps
  32. 32. Fact #1: The world is now digital. Fact #2: Everything digital is powered by software.
  33. 33. “Software is eating the world.” Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
  34. 34. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
  35. 35. 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
  36. 36. Today
  37. 37. Mega Suites Today Backbone Platforms with 3rd-Party “Apps”
  38. 38. Backbone Platforms with 3rd-Party “Apps”
  39. 39. We don’t control the environment. We don’t control the customer. We want to be differentiated. Marketing is not ERP.
  40. 40. Platform strategies are starting to emerge in marketing automation. http://chiefmartec.com/2013/10/emerging-third-party-era-marketing-automation/
  41. 41. A Golden Age of Marketing Software
  42. 42. Software is how marketing “sees” and “touches” customers in a digital world.
  43. 43. Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
  44. 44. “He who controls the spice, controls the universe.”
  45. 45. “He (or she) who controls the software, controls the marketing.”
  46. 46. The King Solomon Marketing/Technology Split
  47. 47. We want marketers who are also techy-savvy (and vice versa). Marketing technologists. Growth hackers. Digital strategists. Marketing operations. Data scientists. Marketing nerds.
  48. 48. Data from Gartner 2012, graphic by IBM.
  49. 49. Technology Authority Cowboy Laggard Prisoner Technology Expertise
  50. 50. Not everyone in marketing needs to be a technologist. Just as not everyone in marketing had to be a “creative.”
  51. 51. Technology Finance Storytelling Design Technology must become a part of marketing’s DNA.
  52. 52. 21% of CEOs think technical expertise is a top 3 CMO skill. Only 13% think agency experience is.
  53. 53. 3
  54. 54. 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.
  55. 55. Going back up the waterfall is not pleasant.
  56. 56. That is a dead marketing plan.
  57. 57. Agile marketing is an approach for adaptive marketing management. Derived from agile software development methodologies such as Scrum and Kanban.
  58. 58. The elements of agile marketing: Team Process Artifacts Philosophy
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. 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?
  63. 63. 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.
  64. 64. 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?
  65. 65. The agile cycle continues…
  66. 66. 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.
  67. 67. 1 2 3
  68. 68. So back to that epic collision…
  69. 69. Don’t think of it as the end of the dinosaurs (it is).
  70. 70. Think of it as the rise of the modern marketer.
  71. 71. Reach me at: sbrinker@ioninteractive.com Twitter: @chiefmartec Co-founder & CTO ion interactive, inc. http://ioninteractive.com Blogger Chief Marketing Technologist http://chiefmartec.com
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