Everything You Need to Know to Develop Your MarTech plan in 2020 & Beyond

1. Everything You Need to Know to Develop
Your MarTech Plan in 2020 & Beyond
Scott Brinker
@chiefmartec
Platforming Marketing
One Key Idea

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

3. @chiefmartec

4. @chiefmartec
“More martech!”

5. @chiefmartec
engineering science rigor

6. @chiefmartec

7. @chiefmartec

8. @chiefmartec
WTF?

9. @chiefmartec
gather
requirements
evaluate
options
plan
build/
buy
adopt
adopt
use
learn
add more
use cases
expand to more
teams & users
time
“Waterfall” “Agile”
often on a
small scale,
possibly as
freemium or
free trial

10. @chiefmartec
I’m
Curious
You’re
Curious

11. @chiefmartec
Shadow
marketing
can be just as
bad as
shadow IT.

12. @chiefmartec

13. @chiefmartec

14. @chiefmartec
OpenView,”The State of Product Led Growth” July 2019, n > 500
58%
offer freemium
or free trial
SaaS Trend:
Product-Led
Growth

15. @chiefmartec

16. @chiefmartec
OpenView,”The State of Product Led Growth” July 2019, n > 500
free version no free version
41%
14%
product can be
used practically
immediately
Product-Led Growth =
Ease of Product Adoption

17. @chiefmartec
Blissfully, “2019 SaaS Trends Report”

18. @chiefmartec
gather
requirements
evaluate
options
plan
build/
buy
adopt
adopt
use
learn
add more
use cases
expand to more
teams & users
time
“Waterfall” “Agile”
often on a
small scale,
possibly as
freemium or
free trial

19. @chiefmartec
cost,risk&dependencies
in a fast-changing world, more tech
adoption happens under uncertainty
“Agile”
“Waterfall”
certainty

20. “Agile”“Waterfall”
80’s 90’s 00’s 10’s 20’s?
on-prem,
monolithic,
expensive
cloud-based platforms,
freemium/free trials,
service-oriented
architectures
@chiefmartec

21. @chiefmartec
Martech is marketing.

22. @chiefmartec
FALSE
martech = marketing
TRUE
martech ⊂ marketing
a “proper subset” for my
fellow math geeks

23. @chiefmartec
marketing
martech

24. @chiefmartec
assisted embedded absorbed dominated
marketing
marketing
marketing
martech
martech
martech
martech
marketing

25. @chiefmartec
assisted embedded absorbed
martech maturity

26. @chiefmartec
dominated (AI)

27. @chiefmartec
assisted embedded absorbed
martech maturity

28. @chiefmartec
assisted embedded absorbed
most companies with
marketing ops are here

29. @chiefmartec
assisted embedded absorbed
most companies with
marketing ops are here
how do we
move here?

30. @chiefmartec
absorbed
why move here?

31. @chiefmartec
embedded absorbed
speed
bandwidth
creativity
learning
wait in queue instant self-service
narrow & sequential wide & parallel
limited to a few many diverse ideas
limited to a few widely distributed
goal controlled efficiency adaptability
Martech Maturity

32. @chiefmartec
absorbed
wide & parallel
many diverse ideas
widely distributed
adaptability
instant self-service

33. @chiefmartec
Self
Absorbed?

34. @chiefmartec
absorbed
wide & parallel
many diverse ideas
widely distributed
adaptability
instant self-service
How much can a marketer in your
organization self-serve?
 New data analysis
 New website content
 New data collection
 New automated workflows
 New A/B test

35. @chiefmartec
What am I
waiting on
others for?

36. @chiefmartec
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

37. @chiefmartec
Idea Wait in Queue
Initial
Build
Feedback
Final
Build
Idea
Initial
Build
Feedback Iterate Until Done
time
Restart
to Iterate
Central
Service
Self-
Service

38. @chiefmartec
time
Central
Service
Self-
Service
Project 1 Project 2 Project 3
Project 1
Project 2
Project 3

39. @chiefmartec
embedded absorbed
speed
bandwidth
creativity
learning
wait in queue
narrow & sequential
limited to a few many diverse ideas
limited to a few widely distributed
goal controlled efficiency adaptability
instant self-service
wide & parallel
Martech Maturity

40. @chiefmartec
absorbed
instant self-service
5. Permission (Empowerment)
6. Preparation (Enablement)
7. Principles (Guardrails)
8. Passion
1. Platforms (The Commons)
2. Partitions (Modular Design)
3. Permissioning (Governance)
4. Perception (Monitoring)
Technology People
The 8 P’s of
Self-Service Martech

41. @chiefmartec

42. @chiefmartec
low variance high variance
statutory law case law

43. @chiefmartec
gather
requirements
evaluate
options
plan
build/
buy
adopt
adopt
use
learn
add more
use cases
expand to more
teams & users
time
“Waterfall” “Agile”
often on a
small scale,
possibly as
freemium or
free trial

44. @chiefmartec
adopt
use
learn
add more
use cases
expand to more
teams & users
time
“Agile”
often on a
small scale,
possibly as
freemium or
free trial
this can be
self-service

45. @chiefmartec
cost,risk&dependencies
in a fast-changing world, more tech
adoption happens under uncertainty
“Agile”
“Waterfall”
certainty

46. @chiefmartec
You get a CRM!
You get a CRM!
Everybody gets a CRM!

47. @chiefmartec

48. @chiefmartec

49. @chiefmartec
Self
Service
Documentation and tools
that builders use to learn
(e.g., wikis)
Provide builders with
freedom and flexibility to
come up with new ideas
Building
Twice
Philosophy that it’s ok for a
limited set of people to
build the same thing
Reduce the time it takes to
gain concurrence in a big,
complex organization
Dirk Didascalou

50. @chiefmartec

51. @chiefmartec

52. @chiefmartec
The Tower of Babel
Peter Bruegel the Elder
(1563)

53. @chiefmartec
suite vs. best-of-breed

54. @chiefmartec
platform ecosystems

55. @chiefmartec
Experts
Engineers
software vs. services
build vs. buy
blended models of
software & services
custom apps & ops on
a common core
Ecosystems suite vs. best-of-breed platform ecosystems
First Golden
Age of Martech
Second Golden Age
of Martech

56. @chiefmartec

57. @chiefmartec

58. @chiefmartec
UNF*CKING
MARKETIN
G
MAKE YOUR
MARTECH STACK
THE SH*T

59. @chiefmartec
UNF*CKING
MARKETIN
G
MAKE YOUR
MARTECH STACK
THE SH*T
“Stop that! Stop that!”

60. @chiefmartec

61. @chiefmartec
platform
(marketplace)
platform
(technology)
matching/brokering producers
& consumers
common foundation for
building integrated systems

62. @chiefmartec

63. @chiefmartec
product platform
functionality built by
internal product team
functionality built by
internal product team
and external ecosystem

64. @chiefmartec
product platform

65. @chiefmartec
DATA
depth of integration
layerofintegration

66. @chiefmartec

67. @chiefmartec
DATA
WORKFLOW
depth of integration
layerofintegration

68. @chiefmartec

69. @chiefmartec
DATA
WORKFLOW
UI/UX
depth of integration
layerofintegration

70. @chiefmartec

71. @chiefmartec
DATA
WORKFLOW
UI/UX
GOVERNANCE
depth of integration
layerofintegration
nouns
language
grammar
verbs

72. @chiefmartec
To integrate or not to integrate,
That is the question.
Whether ‘tis nobler in marketing
To suffer the lost customers and
poor insights of siloed data
Or to buy a platform with a sea
of certified apps
And by clicking connect them.
– Hamlet, CMO of Denmark

73. @chiefmartec
To integrate or not to integrate,
That is the question.
Whether ‘tis nobler in marketing
To suffer the lost customers and
poor insights of siloed data
Or to buy a platform with a sea
of certified apps
And by clicking connect them.
– Hamlet, CMO of Denmark
“Stop that! Stop that!”

74. @chiefmartec
product platform
speed
bandwidth
creativity
learning
wait in backlog anyone can build now
narrow & sequential wide & parallel
limited to internal staff diverse external ideas
limited to internal staff wide external learning
goal owned innovation open innovation
Platform Maturity

75. @chiefmartec
Product Platform
Platform Transformation
• Pipelines to platforms
• Value created beyond the firm,
across the ecosystem
• Consumer experience and
producer experience

76. @chiefmartec
Project Product
Marketing Transformation
• Campaigns to “always on”
• Marketing managers to
“product managers”
• Creating assets to owning
customer experiences

77. @chiefmartec
Project Product Product Platform
Marketing Transformation Platform Transformation
• Campaigns to “always on”
• Marketing managers to
“product managers”
• Creating assets to owning
customer experiences
• Pipelines to platforms
• Value created outside the firm
from the ecosystem
• Consumer experience and
producer experience

78. @chiefmartec
Project Product Product PlatformProduct
Marketing Platformation

79. @chiefmartec
assisted embedded absorbed
Project PlatformProduct
Marketing Platformation

80. @chiefmartec

81. @chiefmartec
trough of
disillusionment
peak of inflated
expectations
slope of
enlightenment
technology
trigger
expectations over time

82. @chiefmartec
trough of
disillusionment
peak of inflated
expectations
slope of
enlightenment
technology
trigger
expectations over time
Is martech in the
trough of
disillusionment?

83. @chiefmartec
trough of
disillusionment
peak of inflated
expectations
slope of
enlightenment
technology
trigger
opportunity
expectations over time
Is martech in the
trough of
disillusionment?

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