Scott Brinker is a co-founder and CTO of an interactive content company and editor of a blog on marketing and technology. He is also the program chair of a marketing technology conference. The document discusses the rapidly expanding landscape of marketing technologies, with over 3,500 technologies identified in 2016. It emphasizes that technology changes quickly but organizations adapt slowly. It also examines how marketing can learn from software management to better navigate this shifting environment.

1. Scott Brinker
@chiefmartec
Navigating the
Marketing Technology
Landscape

2. Co-founder & CTO
Software and services
for interactive content.
Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

4. ~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500
(3,874 logos)
2016

5. 98% of these marketing
technologies are focused
on web, mobile web, and
mobile app touchpoints

10. Explosion of new digital touchpoints & platforms.

21. #1 CHALLENGE
Accelerating
pace of change.

22. time
change

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

26. What can marketers learn
from software management
to thrive in this environment?
Now that marketing and
software are thoroughly
entangled…

28. Websites are a great
example of this today —
their function and flow
shapes brand
experience.

31. Thinking Like an Engineer
In Marketing Automation In Pseudo Code
for(MktoLead lead in leads[]){
if (!lead.email.contains(@newrelic.com) &
lead.mktoOwnerID = “005400000025zP6” &
lead.source = “Website Live Chat”){
if(lead.routingReason.isempty()){
lead.routingReason = “Website Chat”
}
lead.ChangeOwner(“Queue: SDR Queue”)
}
}
Source: Isaac Wyatt, New Relic, presentation at MarTech 2015

32. PEOPLE PROCESS
TECHNOLOGY

33. PEOPLE PROCESS
TECHNOLOGY

35. top
performers
are 7X more
likely to
emphasize
people
top performers
deemphasize data
and technology

36. The “Myth” of the
10X Engineer

37. 1. Talent
2. Opportunity
3. Leverage

39. Source: DataXu, Modernizing the Mix: Transforming Marketing
Through Technology and Analytics , July 2016
85% of marketing teams
will have marketing technologists
this year

40. 59% increasing in-house martech
(only 10% reducing)
Source: DataXu, Modernizing the Mix: Transforming Marketing
Through Technology and Analytics , July 2016

41. PEOPLE PROCESS
TECHNOLOGY

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

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

46. Think more like product managers
instead of marketing managers.
– Ray Velez

47. ScalabilityInnovation
Experimentation Standardization
Explore Exploit
“Fail Fast” “Fail Not”
Question
Assumptions
Leverage
Assumptions
Speed Dependability

49. Core
Edge
Bimodal
marketing
Many
innovations
are explored
on the
edge.
Only a few
are scaled
into the
core.
70%
30%
Majority of
investment
allocated to
the core,
but wider
exploration
on the
edge.

52. PEOPLE PROCESS
TECHNOLOGY

53. Websites Email
Mobile
Apps
Social
Media
Chatbots Wearable
Apps
IoT
Apps
VR &
AR
COMMON DIGITAL FOUNDATION

54. Digital
Natives
Digital
Transformers
Digital Marketing Sophistication
Digital
Marketers
Digital
DiscoverersDigital
Laggards
LEAD USERS
Advance or Perish
Do these lead users
foretell the future of
marketing?

55. Tony Ralph
Director of Ad Technology
Netflix

57. Source: MuleSoft, MuleSoft Connect 2016
Microservices Architectures on the Rise

59. Best-of-Breed Marketing Technology Stacks
Dominate the Market Today
> 2X more popular than single-vendor suites

60. Architecture vs. Leverage — Best-of-Breed Wins

63. What would help you better leverage the full power of your
current marketing technology stack?
#1: Better strategy . . . #7: Better integration

64. Fragile AntifragileRobust
Grows
stronger
with change
Can
withstand
change
Harmed
by
change
What are anti-fragile strategies
for marketing & marketing
technology?

65. Fragile

66. Robust

67. Antifragile

68. Chief Marketing Technologist
http://chiefmartec.com
ion interactive, inc.
http://ioninteractive.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Email me at:
MarTech Conference
http://martechconf.com