Navigating the Marketing Technology Rapids

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A whirlwind tour of the marketing technology landscape, with a discussion of its rapid growth over the past 5 years -- and how it may evolve in the years ahead. A look at why marketing technology is so important to marketing today and how marketing teams can develop marketing technology management capabilities within their organizations.

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Navigating the Marketing Technology Rapids

  1. 1. Navigating the Class V Marketing Technology Rapids Scott Brinker @chiefmartec
  2. 2. YouRapidly changing technology Things you want to avoid My goal
  3. 3. Co-founder & CTO Software and services for marketing apps. Author & Editor Blog on the entwining of marketing & technology.
  4. 4. Technology Marketing Strategy The Most Interesting Intersection in the World
  5. 5. Everything digital is controlled by software.
  6. 6. Software is marketing’s interface to reality.
  7. 7. Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships.
  8. 8. Marketer Marketing Software Web Services Client Software Customer Software is the middleman in digital marketing.
  9. 9. Disclaimer: I am merely an armchair analyst.
  10. 10. ~100 companies
  11. 11. ~350 companies
  12. 12. ~950 companies
  13. 13. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
  14. 14. Internet
  15. 15. Infrastructure
  16. 16. Infrastructure
  17. 17. Infrastructure
  18. 18. Marketing Backbone Platforms
  19. 19. Marketing Backbone Platforms
  20. 20. Marketing Backbone Platforms
  21. 21. Marketing Backbone Platforms
  22. 22. Marketing Middleware
  23. 23. Marketing Middleware
  24. 24. Marketing Middleware
  25. 25. Marketing Operations
  26. 26. Marketing Operations
  27. 27. Marketing Operations
  28. 28. Marketing Operations
  29. 29. Marketing Operations
  30. 30. Marketing Operations
  31. 31. Marketing Experiences
  32. 32. Marketing Experiences
  33. 33. Marketing Experiences
  34. 34. Marketing Experiences
  35. 35. Marketing Experiences
  36. 36. Marketing Experiences
  37. 37. Marketing Experiences
  38. 38. Marketing Experiences
  39. 39. Marketing Experiences
  40. 40. Marketing Experiences
  41. 41. Marketing Experiences
  42. 42. Marketing Experiences
  43. 43. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
  44. 44. Aug 2011 Sep 2012 Jan 2014
  45. 45. Marketing has more software available to it today than any other business function in the history of computing.
  46. 46. Are 1,000+ marketing technology vendors sustainable?
  47. 47. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing The Perfect Storm
  48. 48. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing Digital marketing is the first major business market born in the era of the cloud.
  49. 49. Innovation Consolidation Inflow >= Outflow
  50. 50. There will be consolidation, but it probably won’t be evenly distributed.
  51. 51. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
  52. 52. BACKBONE PLATFORMS MIDDLE- WARE CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce User Mgmt Cloud Connectors APIsTag ManagementData Management Platforms/Customer Data Platforms Customer Data Campaign Data Content Data Catalog Data Correlation Data Core customer data offers the greatest incentives & practicality for consolidation. (Process, insights, and experiences, less so.) Core Customer Data
  53. 53. Ironically, this kind of platform consolidation can accelerate innovation at the next layer up.
  54. 54. More Customers More Developers More Capabilities
  55. 55. A Judo move on the challenge of accelerating change.
  56. 56. One Suite to Rule Them All?
  57. 57. 2,160 apps
  58. 58. 29,871 Plugins
  59. 59. Choice is a good thing. Competition drives prices down, drives innovation up. Choice gives you ways to differentiate.
  60. 60. • Integration risk • Vendor risk • Management risk Platforms will help mitigate these.
  61. 61. Damn it, Jim — I’m a marketer, not a systems administrator!
  62. 62. Damn it, Jim — I’m a marketer, not a systems administrator!
  63. 63. 10 Rules of Thumb for Developing Your Marketing Technology Strategy
  64. 64. Collaborate: interdependency of stakeholders Govern: decide rules for who will do what Prioritize: what’s important to your business Satisfice: resist a Quixotic quest for perfection Iterate: continuous improvement, not Big Bang Categorize: infrastructure vs. innovation Standardize to core data: “core” is key Open: favor open architectures & ecosystems Loosely couple: minimize tight dependencies Specialize: empower teams to pick their tools
  65. 65. Aspirations vs. Capabilities
  66. 66. Capabilities Marketing Technology Strategy & Management
  67. 67. CMO: I’m ready to take over our IT spend! CIO: Why me? By 2017 the CMO will spend more on IT than the CIO. – Gartner
  68. 68. Cowboy Laggard Prisoner Technology Expertise TechnologyAuthority
  69. 69. IT Marketing A fascinating intersection of “hybrid” talent.
  70. 70. Marketing Expertise TechnologyExpertise Old School Marketers OldSchool IT&Engineers
  71. 71. Marketing Expertise TechnologyExpertise Old School Marketers New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists OldSchool IT&Engineers
  72. 72. Marketing Expertise TechnologyExpertise Marketing Technologist (IT Origin) Marketing Technologist (Marketing Origin) Minimally Viable Technologist MinimallyViableMarketer
  73. 73. CIO CMO
  74. 74. CIO CMO
  75. 75. CIO CMO Chief Marketing Technologist
  76. 76. CIO CMO Chief Marketing Technologist
  77. 77. CIO CMO Chief Marketing Technologist
  78. 78. CIO CMO Chief Marketing Technologist Marketing Technology Staff & Vendors
  79. 79. CIO CMO Chief Marketing Technologist Mktg Mktg Mktg Marketing Technology Staff & Vendors
  80. 80. 81% of large organizations now have the equivalent of a chief marketing technologist role.
  81. 81. How did we do?
  82. 82. “…the key meta-trends that will define how all marketing is done in a world of technology enablement...” – Terence Kawaja, CEO LUMA Partners “Scott Brinker helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO SAP Download a free copy at chiefmartec.com
  83. 83. Co-founder & CTO ion interactive, inc. http://ioninteractive.com sbrinker@ioninteractive.com Twitter: @chiefmartec Author & Editor Chief Marketing Technologist http://chiefmartec.com Thank you!

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