The Case for a Chief Marketing Technologist
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The Case for a Chief Marketing Technologist

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The Case for a Chief Marketing Technologist The Case for a Chief Marketing Technologist Presentation Transcript

  • 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.
  • !"#$%&'() !"#$%&'()*$'+) ;%$#/)+%$?/.) =%;))>%'?0#%7) *+%',) ',-).')(/0) -./0,) !"#$%&'()*$'+) -/1+0&'() 12).')3%%3) 7/,%&@/,:) /%4:).')4/,,) 2#"3$"4.%) !/%45$%6,/) !%,501) 781) 657#0+&8%) 899'$.5(".:)*'$) 9''/8"&/') (/0)9,%:/$4) ;'0)6%$$"/$4) .')/(.$:) */:;"#%) ;'0)<'4.=)) <3/'/1537) >"#>)+%$#"()
  • 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 > Monitoring leads engagement > Targeting defines segments > CRM structures relationships
  • 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 > Your products
  • =6*.%'$5";.%$56&./69.&0$ 1657"))8"$.&/"''.0"&*"$ 4.0./%'$%++"/$5%&%0"5"&/$ 1%57%.0&$5%&%0"5"&/$ ,-+.&"++$.&/"''.0"&*"$ 3%9:")&0$;%+<#6%9;+$ !"#$%"&'( !"#$%&%'()*+$ =>?$%&%'(+.+$@$%-;.)&0$ )$*+",',-.( 123$ G-05"&/";$9"%'./($ >5%.'$5%9:")&0$ E+"9$*655-&.)"+$ B%&;.&0$7%0"+$ =6*.%'$D"%/-9"+$ A&/"9%*)8"$%;+$ B6*%)6&$ 1%,23*#( /0#$%"&'( !"#$+./"$ 2CA4$ )$*+",',-.( )$*+",',-.( B.&:";$;%/%$ 4.0./%'$796;-*/+$ ="%9*<$%;+$ A&/"9&"/$6D$/<.&0+$ 36#.'"$5%9:")&0$ E+"9F0"&"9%/";$*6&/"&/$ ,"<%8.69%'$/%90")&0$
  • 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 skill set > Early adopter & pragmatist > Lives & breathes marketing > Reports to CMO, not CIO
  • 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