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As marketing becomes a technology-powered discipline, marketing teams are adding more technical talent to their ranks. Hybrid "marketing technologists" -- people who combine technical depth with a passion for marketing -- make marketing a more sophisticated user of software for automation, interactive customer experiences, and data-driven decision-making. Here we'll examine the role of a "chief marketing technologist" as the CMO's right-hand for marketing technology strategy and management.

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  1. 1. Rise of the Marketing Technologist Scott Brinker @chiefmartec
  2. 2. Co-founder & CTO Software and servicesfor marketing apps. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing techconference.
  3. 3. Technology Marketing
  4. 4. Everything digital is controlled by software.
  5. 5. “Software is eating the world.” Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
  6. 6. Software is how marketing “sees” and “touches” customers in a digital world.
  7. 7. Analyticssoftware affects our perceptions. Marketing automationsoftware affects our processes. Social mediasoftware affects our engagement strategy. Marketing appssoftware affects our touchpoints. CRMsoftware, by definition, affects our relationships.
  8. 8. marketing = digital = software
  9. 9. 947 companies 43 categories And this is not comprehensive!
  10. 10. Marketer Marketing Software Web Services Client Software Customer
  11. 11. “I feel more like a CIO than a CMO!I havemarketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
  12. 12. Source: Econsultancy, Skills of the Modern Marketer 70%of marketers increasing digital marketing technology spending in 2014 Only 2%are decreasing
  13. 13. Increasingtechnology expensesand capital investments; cross-charges from IT and external agencies
  14. 14. Digital marketing funded by rearranging existing budgets — but not just marketing’s
  15. 15. According to a recent Gartner study, CEOs believe that the most important technology- enabled investment over the next 5 yearsis digital marketing Source: Gartner, April 2014
  16. 16. Damn it, Jim — I’m a marketer, not a systems administrator!
  17. 17. Damn it, Jim — I’m a marketer, not a systems administrator!
  18. 18. 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
  19. 19. “He who controls the spice, controls the universe.”
  20. 20. “He (or she) who controls the software, controls the marketing.”
  21. 21. TheKing Solomon approach to dividing marketing technology. The CIOgets the technology half. The CMO gets the marketing half. NOT GOOD
  22. 22. TheKing Solomon approach to dividing marketing technology. The baby does much better as a whole.
  23. 23. Marketing is not ERP. We don’t control the environment. We don’t control the customer. We want to be differentiated.
  24. 24. Marketing Expertise Technology Expertise Old School Marketers Old SchoolIT & Engineers
  25. 25. Marketing Expertise Technology Expertise Old School Marketers New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old SchoolIT & Engineers
  26. 26. Technology Expertise Technology Authority Cowboy Laggard Prisoner
  27. 27. technology changes exponentially organizations change logarithmically technology management is deciding which changes are adopted ? ?
  28. 28. 81% of large firms now have achief marketing technologist role
  29. 29. The distance between communicationsand customer experience has collapsedto a click.
  30. 30. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
  31. 31. An explosion of customer experience touchpoints.
  32. 32. The Extended Product
  33. 33. Not everyone in marketingneeds to be a technologist. Just as not everyonein marketingneededto be acreative.
  34. 34. Design Technology Storytelling Analytics Technologymust become a part of marketing’sDNA.
  35. 35. 21%of CEOs think technical expertise is a top 3 CMO skill. Only 13%think agency experience is.
  36. 36. “…the key meta-trends that will definehow all marketing is done in a world of technology enablement...” –Terence Kawaja, CEOLUMA Partners “…helps the reader to understand how technology can be used for both successful marketing strategy and execution.” –Jonathan Becher, CMOSAP Download a free copy of my book at
  37. 37. Chief Marketing Technologist ion interactive, inc. Twitter: @chiefmartec Reach me at: MarTech Conference