Navigating the Marketing Technology Rapids

1. Navigating the Class V Marketing Technology Rapids Scott Brinker @chiefmartec

2. YouRapidly changing technology Things you want to avoid My goal

3. Co-founder & CTO Software and services for marketing apps. Author & Editor Blog on the entwining of marketing & technology.

4. Technology Marketing Strategy The Most Interesting Intersection in the World

5. Everything digital is controlled by software.

6. Software is marketing’s interface to reality.

7. Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships.

8. Marketer Marketing Software Web Services Client Software Customer Software is the middleman in digital marketing.

9. Disclaimer: I am merely an armchair analyst.

10. ~100 companies

11. ~350 companies

12. ~950 companies

13. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet

14. Internet

15. Infrastructure

16. Infrastructure

17. Infrastructure

18. Marketing Backbone Platforms

22. Marketing Middleware

25. Marketing Operations

31. Marketing Experiences

44. Aug 2011 Sep 2012 Jan 2014

45. Marketing has more software available to it today than any other business function in the history of computing.

46. Are 1,000+ marketing technology vendors sustainable?

47. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing The Perfect Storm

48. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing Digital marketing is the first major business market born in the era of the cloud.

49. Innovation Consolidation Inflow >= Outflow

50. There will be consolidation, but it probably won’t be evenly distributed.

52. BACKBONE PLATFORMS MIDDLE- WARE CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce User Mgmt Cloud Connectors APIsTag ManagementData Management Platforms/Customer Data Platforms Customer Data Campaign Data Content Data Catalog Data Correlation Data Core customer data offers the greatest incentives & practicality for consolidation. (Process, insights, and experiences, less so.) Core Customer Data

53. Ironically, this kind of platform consolidation can accelerate innovation at the next layer up.

54. More Customers More Developers More Capabilities

55. A Judo move on the challenge of accelerating change.

56. One Suite to Rule Them All?

57. 2,160 apps

58. 29,871 Plugins

59. Choice is a good thing. Competition drives prices down, drives innovation up. Choice gives you ways to differentiate.

60. • Integration risk • Vendor risk • Management risk Platforms will help mitigate these.

61. Damn it, Jim — I’m a marketer, not a systems administrator!

62. Damn it, Jim — I’m a marketer, not a systems administrator!

63. 10 Rules of Thumb for Developing Your Marketing Technology Strategy

64. Collaborate: interdependency of stakeholders Govern: decide rules for who will do what Prioritize: what’s important to your business Satisfice: resist a Quixotic quest for perfection Iterate: continuous improvement, not Big Bang Categorize: infrastructure vs. innovation Standardize to core data: “core” is key Open: favor open architectures & ecosystems Loosely couple: minimize tight dependencies Specialize: empower teams to pick their tools

65. Aspirations vs. Capabilities

66. Capabilities Marketing Technology Strategy & Management

67. 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

68. Cowboy Laggard Prisoner Technology Expertise TechnologyAuthority

69. IT Marketing A fascinating intersection of “hybrid” talent.

70. Marketing Expertise TechnologyExpertise Old School Marketers OldSchool IT&Engineers

71. Marketing Expertise TechnologyExpertise Old School Marketers New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists OldSchool IT&Engineers

72. Marketing Expertise TechnologyExpertise Marketing Technologist (IT Origin) Marketing Technologist (Marketing Origin) Minimally Viable Technologist MinimallyViableMarketer

73. CIO CMO

74. CIO CMO

75. CIO CMO Chief Marketing Technologist

78. CIO CMO Chief Marketing Technologist Marketing Technology Staff & Vendors

79. CIO CMO Chief Marketing Technologist Mktg Mktg Mktg Marketing Technology Staff & Vendors

80. 81% of large organizations now have the equivalent of a chief marketing technologist role.

81. How did we do?

82. “…the key meta-trends that will define how all marketing is done in a world of technology enablement...” – Terence Kawaja, CEO LUMA Partners “Scott Brinker helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO SAP Download a free copy at chiefmartec.com

83. Co-founder & CTO ion interactive, inc. http://ioninteractive.com sbrinker@ioninteractive.com Twitter: @chiefmartec Author & Editor Chief Marketing Technologist http://chiefmartec.com Thank you!

Navigating the Marketing Technology Rapids

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Navigating the Marketing Technology Rapids

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