This document discusses how marketing technologists can bridge the divide between marketing and technology. It provides tips for marketing technologists to attract and retain talent, integrate marketing and IT, and build a martech foundation. Marketing technologists are passionate about both business and technology and work to bring people, business, and technology together to drive progress. The document emphasizes that marketing technologists must engage both creative and analytical skills, have a growth mindset, and be passionate and curious problem solvers. It also stresses the importance of team culture and using objectives and key results to focus efforts.

1. Embracing Your Inner
Marketing Technologist to
Bridge the Martech Divide
@grant_pattison
In/grantpattison
Aug 2015

2. Grant Pattison
Senior Manager, Marketing Technology
Insurance Australia Group
Own a British
Racing Green Mini
Was a Sponsored
Laser Tag Player
Studied
Film & Photography
Melbourne
born & bred
@grant_pattison in/grantpattison

4. IAG Brand Portfolio

5. ’What we ll be talking about today.
GETTING THE HOW TO SCALE
GROWTH
TEAM
CULTURE
FOUNDATIONS
RIGHT
YOUR
MARTECH AT
SPEED
Tips to attract, keep and
invest in talent
Sharing our strategic
focus and approach
Rules for integrating IT &
Marketing, plus what we’ve
learned
BUILDING A
MARTECH

6. Marketing
Technology
101

7. • We often act as the ‘bridge’ between marketing, sales & IT departments.
• With a creative vision and a technical reality.
• We understand form as well as function.
• We’re more than just techies, or consultants who aren’t truly accountable for delivery. We’re dedicated professionals
as passionate about business as we’re about technology.
• We love challenges. There will always be another problem to solve, another innovation to implement.
• We’re about bringing together people, business and technology in order to power progress.
• Our team’s background is diverse. Process, advertising, social media, CRM, Mobility, IT, entrepreneurship. And –
of course – web design & build. This helps navigate the digital world.
• We’re delivery focussed. While 83% of B2B marketers say creating customer & partner centric propositions is a
priority, only 23% claim to be advanced in it’s implementation according to research firm SirusDecisions
• We can’t always do it alone, so we have a network of partners in place so that progress is always possible.
What do Marketing Technologists do?

8. Emerging Digital Technology
Partnering with the world’s best digital technology leaders

9. MarTech Roles & Responsibilities
The Marketing Technologist responsibility continuum
Set marketing technology strategy
Marketing technology roadmap
Marketing technology service
budget
Provider selection
Training / change management
Marketing advisor
Set x-functional customer focused
systems & services strategy
Marketing technology services &
innovation
Digital transformation plan &
budgets
Involvement in all sourcing
decisions
Innovation & incubation leader
Digital advisor

10. Building a growth team culture

11. ACHIEVING A
MOONSHOT
Getting to the destination takes a lot of work,
resiliance, planning and a belief in beating the odds
Three key ingredients:
1.Innovation
2.Execution
3.Team Culture

12. What are you & your team? A Honey Badger or a Meerkat?
Honey Badger Meerkats

13. Honey Badger Video

14. Innovation + Execution happens through team culture
Honey Badger Meerkats
Find ways to get things done no
matter what the obstacle
Is always completing missions
Taking on BIG challenges
Fearless (“don’t give a sh*t”)
Strong Individual Contributor
Similar to the Honey Badger
Less aggressive, more agile,
despite numbers
Works hard but has fun
No ‘kat’ left behind
World Class Team Players

15. 5 Traits of a
Strong Marketing
Technologist
1. Engages left & right side of brain
2. Detailed oriented
3. Growth Mindset
4. Passionate
5. Curious
Creative thinker?
They make great
problem solvers…

16. Marketing Science Enabled by Technology
Left Brain
1. Process
2. Data-driven
3. Analytical
4. Software-savvy
5. Business oriented
Right Brain
1. Creative
2. Data-driven
3. Design orientated
4. Empathetic
5. Consumer-driven

17. There is power in doing.
Do the work and you will
learn and grow
Required
Management
Skills
1. Cultivate a team of doers
2. Coach them to be sharers
3. Lead by example
4. Teach
5. Earn respect through knowledge

18. Objectives & Key Results (OKRs)
General Manager
Objective: Make money for owners
Key Results: Win grand final, Fill stands to 88%

19. General Manager
Objective: Make money for owners
Key Results: Win grand final, Fill stands to 88%
Head Coach
Objective: Win Grand Final
Key Results: 1400m gained per game, No. 3 in defensive stats
Marketing
Objective: Fill stands to 88%
Key Results: Acquire 2 high profile players, Highlight key players

20. General Manager
Objective: Makecmoney for owners
Key Results: Win grand final, Fill stands to 88%
Head Coach
Objective: Wcin Grand Final
Key Results: 1400m gained per game, No. 3 in defensive stats
Marketing
Objective: Ficll stands to 88%
Key Results: Acquire 2 high profile players, Highlight key players
Defence Scout
Offense
Objective
1400m gained per game
Key Results
Objective
No.3 in Defensive Stats
Public Relations
Objective
Highlight Key Players
Objective
Acquire 2 high profile players
Avg. 76% set completion rate
Key Results
Avg. 96% completion rate
<5 penalties conceded per game
Key Results
3 weekend feature articles
Avoid player drug scandal
Key Results
Find Star Half-Back
Find off-contract other

21. Benefits of OKRs
Disciplines Thinking
• The major goals will surface
Communicates Accurately
• Let’s everyone (especially IT) know what’s important
Establishes Indicators for Measuring Progress
• Shows how far along you are
Focuses Effort
• Keeps different departments aligned together

22. Lastly, take care of your Tech Rockstars
… But may not look like
this
Rockstar Architects &
Developers
deliver with style…

23. Getting the Marketing
Technology foundations right

24. Building Blocks
Set Priorities
Establish Core
Capabilities
Create Function
Detail
Set Objectives
and Key Results

25. Setting Priorities
• Help the business translate strategy into technology (and
vice versa)
• Choreograph marketing and distribution data and,
technology across marketing functions
• Fuse technology into the DNA of marketing - practices,
people and culture
• Embrace a culture of co-creation with customers, partners
and, employees

26. Core Capabilities
Extreme
Customer
Centricity
Technology
as an
Enabler
Sell
Without
Selling
Extreme Customer Centricity
• No longer satisfied with average – delight me
• Understand my unique needs and context
• Seamless experience in optimal channel
Technology as an Enabler
• Marketing & tech are 2 sides of the same coin
• Data & technology fuel sales & marketing
• Delivers & evolves business strategy & goals
Sell Without Selling
• Personal value proposition for each customer
• Convince customers with expertise and insight
• Win them over by adding value to their lives

27. Customer & Partner
Experience
Customer
Insights
Proposition
Development
Marketing
Technology
Innovation
Business
Architecture
Objective
Position IAG as the market leader in
customer & partner experiences,
By differentiating the interactions with
our people, processes, products and services
Key Results
3. Receive at least 15 video interviews per month from
usertesting.com
4. Have 250 customers socially share their experience via
word of mouth campaign
1. Have 80% of August stakeholder plans
populated in new Marketing Operations
platform
2. Decrease initial churn by 3% via better
onboarding & A/B testing
5. Have 10 underwriting risk surveys per week submitted
through uSurvey mobile app

28. Marketing Technology view
Head of Marketing Technology
Channel Marketing Manager
Delivery, Change & Operations
Manager
Business Technology Manager
Prioritisation & Resource
Management
SEM & SEO CRM
Communications & Training
Campaign Automation &
Operations
Mobile
Compliance, Legal & Procurement Web Self-Service

29. Team Operating Principals
Co-Creation
Lean
Co-Location
Face-To-Face
Email as last resort
Mobile & Cloud First
Suit-less Serious
Core to the Edge
BANT Qualification
Empathy

30. How to scale your marketing
technology at speed

31. Customer touch points
1851 20151929 1950-80’s 2000’s

32. The software landscape keeps getting more
complex and sophisticated
Jan 2015Sep 2012 Jan 2014
1,876 companies350 companies 947 companies

34. Many ways to run and manage Marketing Tech

37. Thank You
Resources
IAG.com.au
@grant_pattison in/grantpattison

38. For more information about the
marcus evans marketing
summit series:
marketingseries@marcusevanscy.com