In the past marketers had to go through IT for the marketing tools they need. Today marketing technology is widespread, easy to adopt and use. It’s been taken out of the hands of IT, and placed into the hands of practically everyone in the organization.
This keynote explores the possibilities and challenges that new MarTech - with the introduction of artificial intelligence - is giving marketers.
4. The Strange History of
Martech Consolidation
2011
2012
2014
2015
2016
2017
2018
~150
~350
~1,000
~2,000
~3,500
~5,000
~7,000
5. 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).
22. Do you have someone
explicitly in charge of
marketing technology?
23.
24. 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
25.
26. The test of a first-
rate intelligence
is the ability to
hold two opposed i
deas in mind at the
same time and still
retain the ability to
function.
– F. Scott Fitzgerald
38. 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
39. 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
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.
5. Design for disobedience.
6. Design for interconnectedness.
7. Let go the identity, identify with
the whole.
Credit: Simone Cicero, Platform Design Toolkit
45. • Standardize common tools
• Standardize common data
• Standardize processes
• Platformization
46. 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
51. What Marketing Executives
Think Is Being Used
What
Marketers Are
Actually Using
What
Marketers
Want to Use
Adapted from The New Kingmakers by Stephen O’Grady
52.
53. • Local experiments & workflows
• BYOT (bring your own tools)
• Federated data
• Citizen developers, data scientists,
integrators
84. 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
85. Idea Wait in Queue
Initial
Build
Feedb
ack
Final
Build
Idea
Initial
Build
Feedb
ack Iterate Until Done
time
Restart to
Iterate
Central
Service
Bureau
Self-
Service
Citizens
86. time
Project 1 Project 2 Project 3
Project 1
Project 2
Project 3
Central
Service
Bureau
Self-
Service
Citizens
87. • Design for change
• Agile marketing
• Red teaming
• Antifragility
• Open mindset
88. 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