Delivered by Scott Brinker, VP Platform Ecosystem, HubSpot Editor, chiefmartec.com Martech Festival, 31st October 2018

1. The New
Rules of
Marketing
Technology
& Operations
Scott Brinker
@chiefmartec

2. Martech is as
easy as this!

3. VP Platform Ecosystem
Editor
Program Chair
Scott Brinker
@chiefmartec

4. We should
A/B test an
offer to learn
which one
they can’t
refuse…

6. The Strange History of
Martech Consolidation
2011
2012
2014
2015
2016
2017
2018
~150
~350
~1,000
~2,000
~3,500
~5,000
? ? ?

8. @chiefmartec @AnandThaker

9. 6,829 solutions
27% growth
6,242 unique
28% growth
Only 4.5% of solutions from the 2017 landscape were removed
in the 2018 landscape(another 2.7% changed name or category).

10. 2011 2012 2014 2015 2016
~350 ~1,000 ~2,000 ~3,500~150
+
=
+ + +
2018
~7,000

24. Design for change.

25. CX & ROI
Marketing’s Top Mandate for the Year

26. Excuse me,
but how?

30. 58.2% of
marketing leaders
have restructured
to better leverage
marketing
technology.

31. Do you have someone
explicitly in charge of
marketing technology?

33. 1. Centralize everything you can.
2. Automate everything you can.
3. Decentralize everything you can.
4. Humanize everything you can.
5. Embrace continuous change.
The New Rules of
Marketing Technology & Operations

35. The test of a first-
rate intelligence
is the ability to
hold two opposed
ideas in mind at
the same time
and still retain the
ability to function.
– F. Scott Fitzgerald

36. You want the impossible.
– Luke Skywalker

37. Mark E. Ting

38. DecentralizeCentralize

39. centralized
decentralized

40. CENTRALIZE DECENTRALIZE
Google Sheets
aPaaS
CMS
CDP
Centralized content repository,
brand-approved templates
Blogging, landing pages
produced by many teams
Centralized customer data,
common customer identify
Integrate with many disparate
team tools, data repositories
Standardized tool supporting
easy collaboration
Any individual or team can
create their own sheets
Common, governed platform
for no-code/low-code apps
Many individuals or teams can
create their own apps

41. Platform Design Principles
1. Recognize the potential that
grows at the edge.
2. Design for emergence.
3. Use self-organization to provide
mass customization.
4. Enable continuous learning in
VUCA.
Credit: Simone Cicero, Platform Design Toolkit

42. Volatility
Uncertainty
Complexity
Ambiguity

43. Platform Design Principles
1. Recognize the potential that
grows at the edge.
2. Design for emergence.
3. Use self-organization to provide
mass customization.
4. Enable continuous learning in
VUCA.
5. Design for disobedience.
6. Design for interconnectedness.
7. Let go the identity, identify with
the whole.
Credit: Simone Cicero, Platform Design Toolkit

44. HumanizeAutomate

45. Automation
is good!

46. Automation
is bad!

48. Highly Efficient Automation
Finding the Human in

49. Highly Efficient Automation
Finding the Human in

51. efficient for the customer
efficientforthecompany
YESNO
YESNO
CRAPPY
DANGEROUSLY
EFFICIENT
AWESOME
MAY BE
WORTH IT

52. The map is not the terrain.
(And the MAP is not the customer.)

53. When the map
and the terrain
disagree, trust
the terrain.
When the MAP
and the customer
disagree, trust the
customer.

57. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZECHANGE

58. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
agilityscale
peopletechnology
CHANGE

59. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
agilityscale
peopletechnology
authenticity
efficiency innovation
brand
CHANGE

61. Must... automate… centrally…
VP Marketing
Operations &
Technology

62. • Standardize common tools
Rationalize your
marketing stack.

63. @chiefmartec

65. • Standardize common tools
• Standardize common data
Identity, identity,
identity.

66. • Standardize common tools
• Standardize common data
• Standardize processes
• Platformization

67. @chiefmartec

68. @chiefmartec

69. • Local experiments & workflows
• BYOT (bring your own tools)
• Federated data
• Citizen developers, data
scientists, integrators

70. DEVELOP
INTEGRATE
ANALYZE

71. time
app-likefunctionality

72. time
app-likefunctionality
Excel

73. time
app-likefunctionality
Excel
Google Sheets
& Google Forms

74. time
app-likefunctionality
Excel
Google Sheets
& Google Forms
+ Zapier

75. time
app-likefunctionality
Excel
Google Sheets
& Google Forms
+ Zapier
Airtable,
AlphaSheets,
Smartsheet,
Salesforce
Lightning
Object
Creator

76. Andrew Ofstad
Airtable
Elissa Fink
Tableau
Wade Foster
Zapier
Linden Tibbets
IFTTT @chiefmartec
“Democratizing Martech” Panel

77. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
production
rate/volume

78. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
marketing technologists marketersIT
low code no codecode no build
marketing
domain
example
citizen
developer
platforms

79. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
marketing technologists marketersIT
low code no codecode no build
marketing
domain
example
citizen
developer
platforms
citizen developers

80. time
expertiserequired/cost
democratization of technology
discipline
experts
domain
experts
power
users users
ambient /
automatic
marketing technologists marketersIT
marketing
domain
example
this was
a big
transition
this will be
a bigger
transition

81. • Marketing empowerment
• Levers for empathy & intuition
• Customer visits
• CX anomaly detection

82. Your marketers were so preoccupied with
whether or not they could, they didn't stop
to think if they should.

83. • Marketing enablement

84. Source: Econsultancy, Marketing in the Dark
66% of companies
don’t believe they
have the skills or
talent to make the
most use of
marketing
technology.
“We don’t have the skills or talent required to
make the most of our marketing technology.”
19%
47%
Strongly
agree
Somewhat
agree
Somewhat
disagree
Strongly
disagree

86. • Marketing enablement
• Enlightened governance
• Customer code
• Culture code

87. • Design for change

88. time
change

89. time
change
Martec’s Law
Technology changes quickly;
organizations change slowly.

90. 20%
42%
25%
9%
3%
< 6 months 6-12 months > 1 year > 2 years don’t know
Source: PointSource, 2017 Executing Digital Transformation Study
Average duration of a
technical initiative from
business request to deployment
34% more
than a year

91. 1960 1970 1980 1990 2000 2010 2020
Mainframe Client/Server Web Cloud
large, monolithic applications
A Simplified History of Enterprise Architectures
network of
apps and
microservices
Source: Sequoia Capital

93. Systems of Record
Systems of Differentiation
Systems of Innovation
rateofchange
Stable foundations &
platforms (e.g., CRM)
Unique apps & processes
for your specific business
New technologies, often
starting as pilot projects
common ideas
new ideas
Gartner’s “Pace Layering” Model for IT
(adapted to marketing technology & operations)

94. @chiefmartec

96. • Design for change
• Agile marketing

97. time
change
Martec’s Law
Technology changes quickly;
organizations change slowly.

98. 4.6%
None of
the above
Credit: Agile Sherpas, State of Agile Marketing 2018
40.3%
Traditional
36.7%
Agile
Which of the
following most
accurately
describes your
marketing
team’s
process?
18.4%
Ad hoc

99. Credit: Agile Sherpas, State of Agile Marketing 2018

100. • Design for change
• Agile marketing
• Red teaming
• Antifragility
• Open mindset

101. AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
Global mission,
culture, and beliefs.
Global, standardized
process, data & tools.
Focus on individual
customers in context.
Locally optimized
process, data & tools.
agilityscale
peopletechnology
authenticity
efficiency innovation
brand
CHANGE

103. Thank
you.

104. Editor
http://chiefmartec.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Email me at:
Program Chair
http://martechconf.com
VP Platform Ecosystem
http://www.hubspot.com