integration and building scalable marketing ecosystems

1. Tuesday, October 19
The Case for a
Chief Marketing
Technologist
by Scott Brinker
@chiefmartec

2. Life used to be simple.

3. You have the
marketing
department
for marketing.

4. You have the
fire department
for firefighting.

5. You have the
police department
for policing.

6. You have the
IT department
for information
and technology.

7. But what if
marketing
turned into
information &
technology?

8. Are marketing
and technology
really that deeply
entwined?

11. Hundreds of
marketing
software
solutions today...
...thousands more
on the way.

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13. You are what
you eat.

14. You are the
company
you keep.

15. You are the
software
you use.

16. Software = Capabilities
> Analytics shape perception
> Automation guides processes
> Optimization hones tactics
> Monitoring leads engagement
> Targeting defines segments
> CRM structures relationships

17. But wait, there’s more...

18. The proliferation of marketing technology platforms:
you create the experience.

19. > Web apps
> Facebook apps
> iPhone apps
> Android apps
> Tablet apps
> Interactive ads
> Semantic web
> Your products

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21. Connecting the
dots between
technologies...
a prince
or a frog?

22. Okay, marketing and technology are entwined.

23. Who choreographs this marketing technology ballet?

24. Or is it more like a mosh pit?

25. Not the IT
department:
doesn’t have
marketing skills
or incentives.

26. Not the HiPPO:
doesn’t have the
technical
ownership.

27. Not a committee:
doesn’t synthesize
a cohesive vision,
lacks agility.

28. Marketing must
champion its own
technology.

29. Marketers who are technologists.

30. Portrait of a
Chief Marketing
Technologist:
> A business/technology hybrid
> Strong engineering, IT skill set
> Early adopter & pragmatist
> Lives & breathes marketing
> Reports to CMO, not CIO

31. Three missions for a chief marketing technologist.

32. Mission #1
Help the CMO
translate
strategy into
technology
(and vice versa).

33. Mission #2
Choreograph
data and
technology
across the
marketing
organization.

34. Mission #3
Fuse technology
into the DNA of
marketing—
practices, people,
and culture.

35. Not everyone
in marketing
needs to be a
technologist.

36. Just like not
everyone in
marketing is a
“creative.”

37. But technology
must be one
of the pillars of
new marketing.

38. You’re already
responsible for
the outcome of
marketing
technology.

39. Shouldn’t you be
the one driving?

40. Marketer
Marketing Technology
Who’s packing your parachute?

41. Thank you.
Scott Brinker
@chiefmartec