Tuesday, October 19


 The Case for a
Chief Marketing
 Technologist
   by Scott Brinker
    @chiefmartec
Life used to be simple.
You have the
    marketing
   department
for marketing.
You have the
 fire department
for firefighting.
You have the
police department
  for policing.
You have the
  IT department
for information
and technology.
But what if
  marketing
  turned into
information &
 technology?
Are marketing
and technology
really that deeply
    entwined?
Hundreds of
  marketing
   software
solutions today...

...thousands more
     on the way.
!"#$%&'()    !"#$%&'()*$'+)
                                ;%$#/)+%$?/.)




                                            ...
You are what
  you eat.
You are the
company
 you keep.
You are the
software
 you use.
Software = Capabilities
> Analytics shape perception
> Automation guides processes
> Optimization hones tactics
> Monitori...
But wait, there’s more...
The proliferation of marketing technology platforms:
          you create the experience.
>   Web apps
>   Facebook apps
>   iPhone apps
>   Android apps
>   Tablet apps
>   Interactive ads
>   Semantic web
>   Y...
=6*.%'$5";.%$56&./69.&0$
        1657"))8"$.&/"''.0"&*"$                       4.0./%'$%++"/$5%&%0"5"&/$
    1%57%.0&$5%&%...
Connecting the
 dots between
technologies...
   a prince
  or a frog?
Okay, marketing and technology are entwined.
Who choreographs this marketing technology ballet?
Or is it more like a mosh pit?
Not the IT
  department:
  doesn’t have
marketing skills
or incentives.
Not the HiPPO:
doesn’t have the
  technical
 ownership.
Not a committee:
doesn’t synthesize
a cohesive vision,
   lacks agility.
Marketing must
champion its own
   technology.
Marketers who are technologists.
Portrait of a
       Chief Marketing
        Technologist:
>   A business/technology hybrid
>   Strong engineering, IT ski...
Three missions for a chief marketing technologist.
Mission #1
 Help the CMO
    translate
 strategy into
  technology
(and vice versa).
Mission #2
Choreograph
  data and
technology
 across the
  marketing
organization.
Mission #3
 Fuse technology
into the DNA of
   marketing—
practices, people,
   and culture.
Not everyone
in marketing
needs to be a
technologist.
Just like not
 everyone in
marketing is a
  “creative.”
But technology
 must be one
of the pillars of
new marketing.
You’re already
 responsible for
the outcome of
    marketing
   technology.
Shouldn’t you be
the one driving?
Marketer
Marketing Technology




                   Who’s packing your parachute?
Thank you.

Scott Brinker
@chiefmartec
The Case for a Chief Marketing Technologist
The Case for a Chief Marketing Technologist
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The Case for a Chief Marketing Technologist

  1. 1. Tuesday, October 19 The Case for a Chief Marketing Technologist by Scott Brinker @chiefmartec
  2. 2. Life used to be simple.
  3. 3. You have the marketing department for marketing.
  4. 4. You have the fire department for firefighting.
  5. 5. You have the police department for policing.
  6. 6. You have the IT department for information and technology.
  7. 7. But what if marketing turned into information & technology?
  8. 8. Are marketing and technology really that deeply entwined?
  9. 9. Hundreds of marketing software solutions today... ...thousands more on the way.
  10. 10. !"#$%&'() !"#$%&'()*$'+) ;%$#/)+%$?/.) =%;))>%'?0#%7) *+%',) ',-).')(/0) -./0,) !"#$%&'()*$'+) -/1+0&'() 12).')3%%3) 7/,%&@/,:) /%4:).')4/,,) 2#"3$"4.%) !/%45$%6,/) !%,501) 781) 657#0+&8%) 899'$.5(".:)*'$) 9''/8"&/') (/0)9,%:/$4) ;'0)6%$$"/$4) .')/(.$:) */:;"#%) ;'0)<'4.=)) <3/'/1537) >"#>)+%$#"()
  11. 11. You are what you eat.
  12. 12. You are the company you keep.
  13. 13. You are the software you use.
  14. 14. Software = Capabilities > Analytics shape perception > Automation guides processes > Optimization hones tactics > Monitoring leads engagement > Targeting defines segments > CRM structures relationships
  15. 15. But wait, there’s more...
  16. 16. The proliferation of marketing technology platforms: you create the experience.
  17. 17. > Web apps > Facebook apps > iPhone apps > Android apps > Tablet apps > Interactive ads > Semantic web > Your products
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
  19. 19. Connecting the dots between technologies... a prince or a frog?
  20. 20. Okay, marketing and technology are entwined.
  21. 21. Who choreographs this marketing technology ballet?
  22. 22. Or is it more like a mosh pit?
  23. 23. Not the IT department: doesn’t have marketing skills or incentives.
  24. 24. Not the HiPPO: doesn’t have the technical ownership.
  25. 25. Not a committee: doesn’t synthesize a cohesive vision, lacks agility.
  26. 26. Marketing must champion its own technology.
  27. 27. Marketers who are technologists.
  28. 28. Portrait of a Chief Marketing Technologist: > A business/technology hybrid > Strong engineering, IT skill set > Early adopter & pragmatist > Lives & breathes marketing > Reports to CMO, not CIO
  29. 29. Three missions for a chief marketing technologist.
  30. 30. Mission #1 Help the CMO translate strategy into technology (and vice versa).
  31. 31. Mission #2 Choreograph data and technology across the marketing organization.
  32. 32. Mission #3 Fuse technology into the DNA of marketing— practices, people, and culture.
  33. 33. Not everyone in marketing needs to be a technologist.
  34. 34. Just like not everyone in marketing is a “creative.”
  35. 35. But technology must be one of the pillars of new marketing.
  36. 36. You’re already responsible for the outcome of marketing technology.
  37. 37. Shouldn’t you be the one driving?
  38. 38. Marketer Marketing Technology Who’s packing your parachute?
  39. 39. Thank you. Scott Brinker @chiefmartec
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