Everything Is Marketing, Everyone Must Be Agile

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

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

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

What does this have to do with agile?

This leads to twotransformational mandates:1. Everything is marketing.2. Everyone must be agile.

These two mandates are intertwined.

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

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

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

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

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

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

Our customers are now agile.

That’s a problem, because this isn’t agile: Plan Create Distribute MeasureTime

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

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

This new kind of marketing is more strategic.Strategic 7 5.9 6 5 4.8 4 3.2 3 2 1Tactical 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

This is why everything is now marketing.

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

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

This is why consumerization of IT is thriving.

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

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

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

Marketing Technology Landscape August 2011MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENTTARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKINGCREATIVEOPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM MARKETING AUTOMATIONSEARCH AD MANAGEMENT WIDGETS/PLUG-INS SALES AUTOMATIONSOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASESSOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCESOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENTMULTI-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

The Golden Age of Marketing Software.

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

Software is definingthe new customer experience.

“Programming” projects are where agile processes thrive.

Digital agility from the bottom-up.

Disruptive innovation beyond marketing.

This is why everyone must be agile.

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

An“agile marketing” manifesto?

Individuals and actionsover processes and tools.

Responding to changeover following a plan.

Remarkable customer experiencesover rigid customer management.

Testing and dataover opinions and conventions.

Beware the HiPPO!

Numerous small experiments over a few large bets.

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

From principles to methodologies…

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

Agile needs champions.

“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

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Everything Is Marketing, Everyone Must Be Agile

by Scott Brinker on Jun 17, 2012

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