This document discusses the growing field of marketing technology (martech) and provides recommendations for how marketers can manage the increasing complexity. It notes the rapid growth in the number of martech vendors from around 150 in 2011 to over 3,500 currently. It advocates that marketers adopt agile principles used in software, like experimenting, getting work into the market quickly, and adjusting based on feedback. The document also recommends a "bimodal" approach where the majority of investments focus on core systems while continuing wider exploration of new technologies and ideas on the "edge."

1. Taming the Marketing
Technology Beast
Scott Brinker
@chiefmartec

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

9. ~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500
(3,874 logos)
2016

11. Photo: @DelphicDigital

19. http://www.thebluehive.com

20. http://www.blue-hive.com

22. classic
scope of
marketing

23. classic
scope of
marketing
minimum scale of a
successful
software company

24. modern
scope of
marketing

25. modern
scope of
marketing
smaller
software
companies can
succeed too

26. time
+
-
currently active
martech vendors
2016
estimation

27. time
peak martech
landscape

28. Let’s play
NAME THAT PROFESSION

29. Analytical Creative

30. Analytical
Programming
Creative
Design

31. Analytical
Programming
Automation
Creative
Design
Experience

32. Marketing
Software
Development

33. Marketing
& Software

35. 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

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

37. 1 2 3 4 5 6 7 8
time
Plan
Design
Deploy
Review
Waterfall
vs. Agile

38. 1 2 3 4 5 6 7 8
time
• respond to new events and information
• deploy viable work into the market sooner
• adjust your approach based on feedback
• stop wasting time on ineffective programs
• experiment with innovative, new ideas
each sprint is an opportunity to:

39. “The medium is the message.”
– Marshall McLuhan
the
art
of
communications
what it
says
how and
where it
appears

40. Mechanisms
what it
says
how and
where it
appears
how it
behaves
what it
does
the
art
of
customer
experience

41. Passive
Content
Interactive
Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs
E-books
Reports
Webinars
Assessments
Calculators
Configurators
Quizzes

42. Code
UX
Software
product managers

43. Mechanisms Code
CX UX
Marketing Software
marketing managers product managers
≈

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

45. Can we manage both with one framework?
No, but we can manage them with two…

46. 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.

47. Core
Edge
Transition
Bimodal
marketing Transition
from the edge
to the core is
carefully
controlled
— like a
“stage gate”
innovation
process.
It’s okay for
non-scalable
programs to
remain in the
edge.

54. Company
Brand
Campaign
Channel
Tactic
Iteration
Feedback
fast
slow
pace of
change
MarketingPaceLayers

55. fast
slow
pace of change
• marketing strategy
• marketing operations
• marketing technology stack
• website design
• marketing data
pace layers apply to:
Design governance and architecture to
facilitate layers changing at their own pace.

56. Jesse James Garrett (jjg@jjg.net)

58. “Great designs come from
great designers.”
– Fred Brooks

59. “The differences are not minor –
they are rather like the differences
between Salieri and Mozart.”
– Fred Brooks

60. “The difference between
the great and the average
approach an order of magnitude.”
– Fred Brooks

61. The “Myth” of the
10X Engineer

62. 1. Talent
2. Opportunity
3. Leverage

63. The “Myth” of the
10X Engineer
10X Marketer

64. “A brilliant road map.”
– Ram Krishnan
SVP & CMO, PepsiCo
“A compelling model.”
– John L. Kennedy
CMO, Xerox
“A terrific manifesto.”
– David C. Edelman
McKinsey & Company
“A must-read operating
manual for CMOs.”
– Ajay Agarwal
Bain Capital
Available now at

65. 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