What is marketing technology and why does it matter?
Scott Brinker, cofounder and CTO of ion interactive, and
Jason Heller, global leader of McKinsey Digital Marketing
Operations, explain.
Digital marketing agency in toronto provide different methods to boost your business in the market. The role of marketing gives best impact on your business and also growing viral in whole market. that‘s why all marketer prefer digital marketing.
This is the slide deck that I used on the Marketing Online Latin America Summit by Eye for Pharma on March, 2010
to know more about me follow me @gzones1974
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital marketing.
Integrating Digital and Traditional Marketing: Bare Knuckle DigitalBare Knuckle Digital
Contact us at info@bareknuckledigital.com for more information, or questions about how to integrate your digital marketing and traditional marketing strategies. www.bareknuckledigital.com
Digital marketing agency in toronto provide different methods to boost your business in the market. The role of marketing gives best impact on your business and also growing viral in whole market. that‘s why all marketer prefer digital marketing.
This is the slide deck that I used on the Marketing Online Latin America Summit by Eye for Pharma on March, 2010
to know more about me follow me @gzones1974
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital marketing.
Integrating Digital and Traditional Marketing: Bare Knuckle DigitalBare Knuckle Digital
Contact us at info@bareknuckledigital.com for more information, or questions about how to integrate your digital marketing and traditional marketing strategies. www.bareknuckledigital.com
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Can Digital Marketing Replace Traditional MarketingDigital Vidya
Can Digital Marketing Replace Traditional Marketing? - An Article authored by Digital Vidya's CEO Pradeep Chopra, published in Sep Issue of CFO Connect Magazine. If you are interested in exploiting the opportunity of Digital Marketing for personal and organizational growth, you will find this article useful.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Social Selling is an innovative technique of identifying and engaging prospects in Social Media in order to :
• Challenge the status-quo with provocative content
• Educate clients on available solutions
• Build relationships and turn them into leads
#What #is #Digital #Marketing
A beginner's guide by LIWTT.
Digital Marketing is the promotion of products and services via online medium. To know more please visit: http://www.liwtt.com/what-digital-marketing/
Digital marketing in 2019 - A session for the MBA students of National Institute of Technology, Silchar, Assam, India.
Delivered by Syed Mohsin Raja, Digital Media Educator/Strategist. Assam.
Digital Marketing, Types of Digital Marketing, Search Engine, Social Media, content , video , digital and email marketing, affilated marketing, product marketing
An effective digital strategy will help you take the right decisions to make a company successful online. A strategy process model provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation. We recommend the SOSTAC planning approach.
This article explains the Introduction to digital marketing in a simple term which even a layman can understand with a brief description on DM Channels.
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Can Digital Marketing Replace Traditional MarketingDigital Vidya
Can Digital Marketing Replace Traditional Marketing? - An Article authored by Digital Vidya's CEO Pradeep Chopra, published in Sep Issue of CFO Connect Magazine. If you are interested in exploiting the opportunity of Digital Marketing for personal and organizational growth, you will find this article useful.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Social Selling is an innovative technique of identifying and engaging prospects in Social Media in order to :
• Challenge the status-quo with provocative content
• Educate clients on available solutions
• Build relationships and turn them into leads
#What #is #Digital #Marketing
A beginner's guide by LIWTT.
Digital Marketing is the promotion of products and services via online medium. To know more please visit: http://www.liwtt.com/what-digital-marketing/
Digital marketing in 2019 - A session for the MBA students of National Institute of Technology, Silchar, Assam, India.
Delivered by Syed Mohsin Raja, Digital Media Educator/Strategist. Assam.
Digital Marketing, Types of Digital Marketing, Search Engine, Social Media, content , video , digital and email marketing, affilated marketing, product marketing
An effective digital strategy will help you take the right decisions to make a company successful online. A strategy process model provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation. We recommend the SOSTAC planning approach.
This article explains the Introduction to digital marketing in a simple term which even a layman can understand with a brief description on DM Channels.
TRENDS & FORCES THAT ARE SHAPING MARKET SPACES & IMPACTING SHAREHOLDERSShanmugBhanu
TRENDS & FORCES THAT ARE SHAPING MARKET SPACES & IMPACTING SHAREHOLDERS, Signals that the future could be headed toward “work as fashion”, Signals that the future could be headed toward “war between talent”
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
Digital transformation in sales: Evolving the Art of Customer EngagementAbhishek Sood
Customer engagement: Your digital prerequisite to market leadership
Customer engagement is an integral part of a successful organization.
And with that known knowledge, top-performing sales organizations are prioritizing digital transformation to unlock greater revenue growth.
Read about how to digitally transform your sales organization.
Plus, explore and understand 4 ways organizations approach digital adoption, from skeptics to drivers – where does your company fall?
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
Technology has come to play a crucial role in delivering marketing programs and helping with meeting your marketing objectives. In a space filled with over a 1,000 marketing tech companies providing all kinds of products, platforms & services how do you decide which tools and platforms to invest in?
We polled and received responses from 260 B2B marketers in the United States and internationally. The special report that follows gives you a snapshot of how B2B marketers such as yourself are placing their bets on technology.
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
Refine Your Agile Marketing Strategy with Effective Data Monitoring. Data plays a pivotal role in agile marketing.
Making it essential for your digital marketing endeavors
The Rise of the CMT (Chief Marketing Technologist)Gates Ouimette
The application of technology has moved from the back office to the front office with marketing taking the lead.
...Chief marketing technologists reflect the need for sales and marketing to drive technology adoption.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!SOFTTECHHUB
As the digital landscape continually evolves, operating systems play a critical role in shaping user experiences and productivity. The launch of Nitrux Linux 3.5.0 marks a significant milestone, offering a robust alternative to traditional systems such as Windows 11. This article delves into the essence of Nitrux Linux 3.5.0, exploring its unique features, advantages, and how it stands as a compelling choice for both casual users and tech enthusiasts.
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AIVladimir Iglovikov, Ph.D.
Presented by Vladimir Iglovikov:
- https://www.linkedin.com/in/iglovikov/
- https://x.com/viglovikov
- https://www.instagram.com/ternaus/
This presentation delves into the journey of Albumentations.ai, a highly successful open-source library for data augmentation.
Created out of a necessity for superior performance in Kaggle competitions, Albumentations has grown to become a widely used tool among data scientists and machine learning practitioners.
This case study covers various aspects, including:
People: The contributors and community that have supported Albumentations.
Metrics: The success indicators such as downloads, daily active users, GitHub stars, and financial contributions.
Challenges: The hurdles in monetizing open-source projects and measuring user engagement.
Development Practices: Best practices for creating, maintaining, and scaling open-source libraries, including code hygiene, CI/CD, and fast iteration.
Community Building: Strategies for making adoption easy, iterating quickly, and fostering a vibrant, engaged community.
Marketing: Both online and offline marketing tactics, focusing on real, impactful interactions and collaborations.
Mental Health: Maintaining balance and not feeling pressured by user demands.
Key insights include the importance of automation, making the adoption process seamless, and leveraging offline interactions for marketing. The presentation also emphasizes the need for continuous small improvements and building a friendly, inclusive community that contributes to the project's growth.
Vladimir Iglovikov brings his extensive experience as a Kaggle Grandmaster, ex-Staff ML Engineer at Lyft, sharing valuable lessons and practical advice for anyone looking to enhance the adoption of their open-source projects.
Explore more about Albumentations and join the community at:
GitHub: https://github.com/albumentations-team/albumentations
Website: https://albumentations.ai/
LinkedIn: https://www.linkedin.com/company/100504475
Twitter: https://x.com/albumentations
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
20 Comprehensive Checklist of Designing and Developing a WebsitePixlogix Infotech
Dive into the world of Website Designing and Developing with Pixlogix! Looking to create a stunning online presence? Look no further! Our comprehensive checklist covers everything you need to know to craft a website that stands out. From user-friendly design to seamless functionality, we've got you covered. Don't miss out on this invaluable resource! Check out our checklist now at Pixlogix and start your journey towards a captivating online presence today.
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
Making marketing technology work
1. What is marketing technology and why does it matter?
Scott Brinker, cofounder and CTO of ion interactive, and
Jason Heller, global leader of McKinsey Digital Marketing
Operations, explain.
It has become well establishedthatpeopleareusinganincreasingrangeoftoolsand
technologies—fromsocialmediatosmartphones—tohelpmakemoreinformedpurchasingdecisions.
Thatevolutionis,inturn,transformingmarketingintoanincreasinglytechnicalfunctionrequiring
newroles,suchasthatofthemarketingtechnologist.Inthisinterview,ScottBrinker,cofounderand
chieftechnologyofficer(CTO)ofioninteractive,andJasonHeller,globalleaderofMcKinseyDigital
MarketingOperations,explainthatthemostimportantchangesbusinessesmustmaketotake
advantageoftechnologyoftenhavelittletodowiththetechnologyitself.
What it means to be a marketing technologist
Scott Brinker, cofounder and CTO, ion interactive: Marketing has fundamentally become a
technology-powered discipline, and it’s leading to the rise of new kinds of marketing professionals.
A marketing technologist is a technically skilled person who designs and operates technology
solutions in the service of marketing. This isn’t just about embedding IT services within marketing,
though. Good marketing technologists strive to understand the context of the technology. They’re
passionate about reimagining what marketing can do in a digital world. They help nontechnical
marketers craft better campaigns, programs, and customer experiences that effectively leverage
software and data. They help manage the new kinds of technical interfaces that marketing has with
agencies and service providers—the API1
layer between them. They’re hybrids, who speak both
marketing and IT and naturally see the connections between them. And in a world of greater
intersections between disciplines and functions—and the need to break out of legacy organizational
silos—such roles really facilitate change.
Jason Heller, global leader of McKinsey Digital Marketing Operations: That’s a great definition. I
like to think of a marketing technologist as someone who is a bridge between the consumer
Making marketing
technology work
M A Y 2 0 1 5
1
Application programming
interface.
2. 2
experience and marketing operations. Putting in place effective marketing technology really all
starts with understanding how the consumer is changing and which channels are experiencing
growth and why. Companies need to develop their strategies and objectives based on clear insights
about both of these areas. Then they need to create the organizational structures and build
capabilities to support them. The last decision is what channels and technology to use.
Brinker: Absolutely. I think the confusion and complexity and fear that people associate with
navigating the marketing-tech ecosystem is really a proxy for their struggle with how to make
sense of the new marketing environment. Rethinking how a company will engage its audience and
across what channels—that’s a far more daunting challenge than the technical infrastructure to
execute on that vision. It’s worth emphasizing that this is not about marketing replacing IT or
marketing going rogue. Marketing technologists can, on paper, be based in either IT or marketing.
They should facilitate greater collaboration between the two departments.
The dawn of the platform age
Brinker: There’s tremendous change happening in the marketing-tech landscape. One of the most
fascinating dynamics is a dual narrative of consolidation and diversification. On one side, major
enterprise-software companies are building and acquiring large “marketing cloud” offerings. But
at the same time, thousands of other start-ups are innovating new ideas around them. It’s a
spectacularly fertile field. We’re now starting to see those two forces converge, as these marketing
clouds become true platforms with open APIs and official ISV2
ecosystems, to make it easier for
marketers to plug specialized capabilities into a common marketing-technology backbone. A great
example of this is Salesforce.com’s App Exchange, with over 2,600 certified apps that marketers
can plug into their system. What will make this landscape even more interesting over the next
several years is the increasing role that the Internet giants—Google, Facebook, LinkedIn—will
have in providing software to marketers, competing with the business models of traditional
enterprise-software companies.
Heller: This “platformization of marketing” is a very real phenomenon already. We have leaders on
the scale of Adobe, Oracle, and Salesforce.com making near $1 billion acquisitions and creating
massive scale. But the question remains: Can they keep up with the market and the changing
behavior of consumers? Will start-ups and solutions that focus on a specific feature—aka point
solutions—lead the cycles of innovation and continue to be acquired by the major marketing
platforms when they hit critical mass, or will the platforms innovate an approach to open
integration of a broader ecosystem of third-party software? A capable marketing operations
function will need to be prepared to manage either scenario.2
Independent software vendor.
3. Two marketing-tech challenges: Cadence and governance
Brinker: There are two dimensions to the challenge of making marketing tech effective. There is
the technical challenge of selecting, integrating, and operating all these systems and their data
through the lens of traditional IT management. That’s a nontrivial challenge itself. But the bigger
challenge is transforming the way marketing uses these tools. Part of that is understanding the
application layer of all this software—learning how to harness it in marketing to conceive and
execute great programs and campaigns. That’s where marketing technologists are particularly
helpful as an integral part of the team. But the more difficult part of that is changing how
marketing thinks and behaves, given the capabilities that these new tools enable. It requires a
different cadence of marketing management, where agile sprints, iterative experiments, and
adaptive feedback loops are more important than the traditional yearly marketing plan. Vision
and strategy are still required, but they have to be able to be realized in a more emergent fashion
and at a much faster clock speed.
Heller: That speed highlights how labor intensive this kind of marketing work is, which is why
technology is so important to manage it. That’s either the unsexy part—or the really sexy part—of
marketing, depending on who you are. Marketers are being asked to embrace an entirely new pace
of operations, new processes, new approaches to decision making. Digital-marketing operations
sits at the core of the capabilities companies need today. There are in particular three
fundamental building blocks of marketing tech that are often overlooked: vetting, procurement,
and governance. The enterprise environment can be complex, with multiple business groups,
stakeholders, and existing platforms, and that can make decision making challenging. Companies
need to focus on developing governance structures to guide the evaluation, selection, and
management of marketing technology.
Agility’s role in successful marketing tech
Brinker: Most companies recognize the need to be more agile; the question is how. One of the
interesting effects of having technologists working in the marketing department is that they’re
cross-pollinating management methods from software development and IT, such as Scrum and
Kanban, and helping to shape “agile marketing” practices. Even if marketers don’t adopt agile in
the exact same way it’s used in the software community, they’re taking the core concepts and
adapting them to their needs. The essence of agile—transparency, quick feedback loops,
distributed leadership further down in the organization, shorter cycles of action at greater
frequency—is exactly what marketing needs to harness the potential that marketing technology
has to offer.
Heller: The key is that companies need to embrace the spirit of agile. Be agile, rather than do agile.
Our industry does a great job of creating hype and then confusion when it comes to using new
3
4. 4
channels, techniques, etc. While this notion of “agile” as a set of processes isn’t new, marketing
has made it a rallying cry recently. What happens too often, though, is that there are people who
want hard-and-fast agile processes but then end up biting off more than they can chew and
becoming dispirited. Agile is about building up a data-driven DNA and making data-informed
decisions as part of the day-to-day. And it’s about allowing curiosity and ideas to emerge from
anywhere in the organization, not just from leadership or a particular working group.
Building a marketing-tech culture
Heller: There’s a great quote I like to use: “Your success is your biggest barrier to progress.”
Successful companies have achieved their status because they have established operating models
that work—they are great at what they do. It’s a challenging and scary proposition for successful
organizations to change that. In order to truly take advantage of the benefits of marketing
technology, you ultimately need to change your culture. You need executive commitment, a new
set of goals, values, and objectives from the top down. But simultaneously, you need change to
happen from the bottom up by hiring new talent, training people differently, and acknowledging
and rewarding the behaviors you want. Evolving and innovative companies hire employees for the
culture they want, which is not always the culture that they have. Some traditional companies—
for example, McDonald’s—have attacked this culture issue by creating digital labs and separating
them from the organization to create a new culture. They’ve acknowledged that it’s easier to attain
success in digital within a group that’s enabled to develop a culture on its own than trying to
assimilate. I’m not sure, however, that this model is sustainable in the long term. Marketing
organizations need to evolve on a broader scale.
Brinker: I like the quote “Culture eats strategy for breakfast,” which is often credited to Peter
Drucker. It’s old, but absolutely right. Culture is the issue that makes change so hard. This is one
of the reasons you see the chief digital officer [CDO] role becoming more popular. More than
anything, this role is about being a cultural change agent. CDOs are often being asked to create a
new generation of the organization from within. However, let’s set realistic expectations: that
kind of transformational change across an enterprise is going to be an intense, multiyear process.
Heller: What I’ve noticed is that in many cases the CDO role is established as a transient or stop-
gap initiative to jumpstart the commitment to marketing and digital transformation throughout
the organization. Many companies have a legacy operating rhythm that tends to be slow, and
adding this role is a way to inject change. Companies that have hired and integrated more digital-
savvy marketers in the midmanagement and frontline layers of the organization tend to have less
of a need for a CDO. These companies have developed capabilities slowly and organically and have
put in place an ability to build the business cases for digitizing channels, processes, and resources
over time.