Pivotbrinkerchiefmartec 101019065602-phpapp02

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integration and building scalable marketing ecosystems

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Pivotbrinkerchiefmartec 101019065602-phpapp02

  1. 1. Tuesday, October 19 The Case for aChief Marketing Technologist by Scott Brinker @chiefmartec
  2. 2. Life used to be simple.
  3. 3. You have the marketing departmentfor marketing.
  4. 4. You have the fire departmentfor firefighting.
  5. 5. You have thepolice department for policing.
  6. 6. You have the IT departmentfor informationand technology.
  7. 7. But what if marketing turned intoinformation & technology?
  8. 8. Are marketingand technologyreally that deeply entwined?
  9. 9. Hundreds of marketing softwaresolutions 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 thecompany you keep.
  13. 13. You are thesoftware 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
  18. 18. =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%$/%90")&0$
  19. 19. Connecting the dots betweentechnologies... 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 havemarketing skillsor incentives.
  24. 24. Not the HiPPO:doesn’t have the technical ownership.
  25. 25. Not a committee:doesn’t synthesizea cohesive vision, lacks agility.
  26. 26. Marketing mustchampion 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 #2Choreograph data andtechnology across the marketingorganization.
  32. 32. Mission #3 Fuse technologyinto the DNA of marketing—practices, people, and culture.
  33. 33. Not everyonein marketingneeds to be atechnologist.
  34. 34. Just like not everyone inmarketing is a “creative.”
  35. 35. But technology must be oneof the pillars ofnew marketing.
  36. 36. You’re already responsible forthe outcome of marketing technology.
  37. 37. Shouldn’t you bethe one driving?
  38. 38. MarketerMarketing Technology Who’s packing your parachute?
  39. 39. Thank you.Scott Brinker@chiefmartec

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