CMOs are increasingly managing large IT budgets as technology becomes central to marketing. A 2011 Gartner prediction found that 35% of enterprise IT spending will be controlled outside the IT department by 2015. Many CMOs now feel more like CIOs as they oversee various marketing technologies. This represents an opportunity for agencies to become "creative technology partners" that unite marketing and technology strategies through expertise in both areas. It also requires moving to an emerging vendor model beyond traditional agencies and consultants by developing new ways of working and new business models.

1. The Marketing Technology Opportunity
Matt McNeany, CEO
IPA Creative Pioneers Conference
2nd May 2012

2. Technology is what you(r) clients do

3. Opportunity Slide #1
“By 2015, 35% of enterprise IT
expenditures will be
managed outside of the IT
department's budget…
CMOs may end up having
larger IT budgets than CIOs”
Top Predictions for IT Organizations and Users for 2012 and Beyond, Gartner, Dec 2011

4. What do CMOs expect? (Opportunity Slide #2)
From Stretched to Strengthened, IBM Global CMO Study 2011

5. Half full? (Opportunity Slide #3)
“I feel more like a CIO than
a CMO! I have marketing
automation, CRM, listening
platforms – I’m up to my
eyeballs in technology.”
From Stretched to Strengthened, IBM Global CMO Study 2011

6. What’s happening at the client?

7. The Traditional Marketing/IT Dynamic
“IT is the
department of “no”
IT doesn’t speak “Marketing is spin
marketing’s
language.
Marketers don’t
IT doesn’t care about
understand the integration”
need for speed.
IT isn’t concerned
with the customer”
Mastering Customer Data – A CIO Imperative, Forrester Research July 2011

8. The Traditional Marketing/IT Dynamic
Marketing IT
Little perspective on each
other’s business needs

9. The Emergence of Marketing Technologists
Marketing
Marketing Technology Team
IT

10. The Emergence of Marketing Technologists
Marketing
Marketing Technology Team
IT
 Unite Marketing and Technology strategies
 Collaborative
 Experts – fluent in Tech and Brand
 Agile – and Scalable
 Big data – to drive Insight and Action
 Obsessive about the ‘glue’ – APIs & integration

11. What does that
mean for the
Agency?

12. The Emerging Vendor Model
New discipline
New requirements
New needs from suppliers

13. The Traditional Vendor Model
Marketing
Marketing Technology Team
IT
Agencies

14. The Traditional Vendor Model
Marketing
Marketing Technology Team
IT
Product
Agencies vendors
Consultants

15. The Traditional Vendor Model
Marketing
Marketing Technology Team
IT
Product
Agencies vendors
Consultants

16. The Emerging Vendor Model
Marketing
Marketing Technology Team
IT
Creative
Technology
Partner

17. The Creative Technology Partner Role
Creative
Technology
New Ways of New Ways of New Business
Working Engaging Models

18. Move from this…
MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT
TARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT
MANAGEMENT
VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING
CREATIVE
OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM
MARKETING AUTOMATION
SEARCH AD MANAGEMENT
WIDGETS/PLUG-INS
SALES AUTOMATION
SOCIAL MEDIA AD MANAGEMENT
LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING
& MICROSITES
CUSTOM DATABASES
SOCIAL MEDIA MARKETING MANAGEMENT
WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE
SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT
MULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT
External Promotion Customer Experience Marketing Management
by Scott Brinker @chiefmartec http://www.chiefmartec.com

19. …to this
Marketing Technology architecture and eco-systems
driving continuous improvement and monetisation

20. It’s getting crowded
Marketing
Marketing Technology Team
IT
Creative
Technology
Partner
IT
Digital Tech Big 5
Agency Product
Agency Consultancy Consultancy
Vendor

21. Final Thoughts
The clients are
getting pretty
good at the tech
stuff

22. Final Thoughts
Client-side
Marketing Tech
has a good Talent
Value Proposition

23. Final Thoughts
Technology has a
different revenue
model to
advertising
(you get to sell IP)

24. Final Thoughts
"It's hard to know
where the ad
industry starts and
stops any more."
The Progression of Agency Value, Econsultancy, April2012

25. Thank You
@CodeWorldwide
www.codeworldwide.com
blog.codeworldwide.com