The Case for a Chief Marketing Technologist

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The Case for a Chief Marketing Technologist

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

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