The Evolution of the Marketing Technologist_Spetry evolution of the marketing technologist v1
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The Evolution of the Marketing Technologist Scott Petry, VP, Technology, SapientNitro at Transformation 2015 in Austin, TX.
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The Evolution of the Marketing Technologist_Spetry evolution of the marketing technologist v1
- 1. THE EVOLUTION OF THE MARKETING TECHNOLOGIST @sdpetry @sapientnitro #4AsTransformation
- 2. WHO AM I?
- 6. 6 Theft Method Intuition CLASSICAL SYSTEM UNPRECEDENTED SYSTEM Theft Method Intuition Credit: Philippe Kruchten @pbpk University of British Columbia Where do software architectures come from?
- 7. DevOps and Continuous Delivery are responses to a shift in the functional meaning and expectations of IT Source: CA Technologies
- 9. 9
- 10. A landscape of emotional and transactional experiences, where each connection inspires engagement with another, so the brand becomes part of the consumer’s story. Story-systems deliver innovative consumer activation + trusted technology at massive scale. STORYSCAPESM
- 11. 11 SIGN ORGANIZING IDEA DESTINATION DESTINATION TOWN CENTER DESTINATIONDESTINATION DESTINATION A STORY-SYSTEM Sign: A channel that attracts attention and directs to engagement Everything is connected through technology Town Center: The primary place where transactions are made Destination: Place of deep and valuable engagement enabling active participation The Organizing Idea establishes the premise for connectivity Roundabout: Content on a channel used to connect channels and turn people to other channels
- 12. All stakeholder concerns are important, but if we get the user experience wrong, nothing else matters Source: kkstudio » Katerina Kamprani | portfolio
- 13. 95% firms say they are CUSTOMER FOCUSED 80% say they deliver SUPERIOR EXPERIENCE “Closing the Delivery Gap” study of 362 firms by Bain & Co
- 14. 8% customers agree they deliver SUPERIOR EXPERIENCE “Closing the Delivery Gap” study of 362 firms by Bain & Co
- 20. 5 MAJOR WAVES OF INNOVATION 1780 1840 1890 1940 1970 2010 RATEOFINNOVATION Water & Steam Power Railways Electrification Mass Production Information & Communication
- 21. We are in the beginning of the 6th Wave of Innovation but its too early to see what exactly it will be.
- 22. “Because the purpose of business is to create a customer, the business enterprise has two − and only two − basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” - Peter Drucker
- 23. © 2015 SAPIENT CORPORATION | CONFIDENTIAL THANKS, @sdpetry
Editor's Notes
- TODO: Change the 4As logo to the Transformation 2015 logo Good morning! Here we are at the last day of the conference, first thing in the morning, after what I’m sure was a great evening out here in Austin And now I’ve got 30 minutes to wake you up, and get you to shake it off We’re going to talk about the evolution of the marketing technologist But first, I’m going to ask you to change your seat. Let’s energize a bit Is everyone comfortable shifting chairs? Now imagine that you just changed jobs – if you’re a marketer, for the next 30 minutes be a technologist. If you’re a technologist, be a marketer here.
- TODO: pic from Her? And now you’re asking, who is this clown that’s asking me to get up early in the morning I didn’t get enough coffee yet for this nonsense I’m a technologist. I work for SapientNitro as one of the lead technologists in our agency, working for our Chief Technology Officer. But more importantly, I was born a technologist. Or at least I met computers in fourth grade and fell in love. I have a long history of building huge technology driven platforms from telephone switches to unified messaging platforms to numerous .com websites to ERP systems. And then SapientNitro shifted into the agency space, and I found myself a fish out of water Suddenly a platform technologist is thrust into the world of marketing and advertising It was do or die (TODO: better line)
- Lucky for us technologists, Big T technology has a pretty big impact on the world So much of what we deal with is about technology, in fact Technology is a force that has evolved the human race. From the wheel to the steam engine and the printing press, technology is one of the most powerful forces behind human progress. It represents the fundamental tools of civilization—the lever and the pen just as much as the smartphone and the superconductor. It also improves the lives of PEOPLE. In our lifetimes we’ve seen the tremendous impact of Technology on shaping the human experience. The internet didn’t even exist in the days of Mad Men.
- I guess you might have seen this landscape diagram before You probably have some real worries about the explosion of technology in the marketing space Which ones of these should we be using? How do we use them? Who’s budget are they in? This landscape gets busier every year. I read a stat the other day that for every MarTech company that gets consolidated, 1.5 are born
- And at the same time we have the burning conflict between classic IT and marketing technology, as evidenced by this piece from Gartner Research, talking about the case for 2 speed IT, one slower, following waterfall and high ceremony, the other agile, fast and close to the customer, with low ceremony We really are pushing to move faster than we have traditionally, but there are valid reasons for the Mode 1 model
- There’s this smart guy named Philippe Krutchen who postulates that software architectures come from 3 sources… we steal, we use methodology, and we use our intuition. Fair enough. In classical systems, we steal a lot, use plenty of process and try to reduce uncertainty as far as possible by reducing intuition. But in unprecedented systems. that ratio is inverted. Intuition takes center stage, with theft reducing. Now keep in mind that the 2 speed IT theorists would line up the bureaucrats on the left and the agilists on the right. Marriages on the left and one night stands on the right. There’s really no logic to that. You can deliver agile with both types of systems. In fact its easier on the left as you get more practice
- And then we have to acknowledge that delivery strategies like DevOps and Continuous Delivery have taken over because IT is trying to figure out how to be more customer focused, to support faster and safer change. Not to mention the changes in products, packages, and frameworks that we use to increase the speed of everything from design to development to validation to deployment It’s now an engineering imperative that we streamline and automate everything That’s a lot of change in the technology realm
- But I said I was going to be talking about marketing technologists As we all know, marketing is about stories about the brand and customer stories and how those customer stories engage with the brand Hence, marketing technologists would just be technologists without stories Stories explain the world. They are the building blocks of language, culture, and civilization. Story is also how we understand our experience Stories drive meaning and connection to our experiences and to those around us
- Tell a great story and people will listen. Let them live it and they’ll believe. That’s the ambition of SapientNitro’s Storyscaping approach. Storyscaping is how we help our clients create meaningful experiences that tell their story in ever present ways – by marrying imagination with systems thinking. I’m not here to sell you on the approach, but a couple of our really smart guys wrote a New York Times best selling book by the same name that I would encourage you to read.
- The product of the Storyscaping process is a storyscape A landscape of emotional and transactional experiences, where each connection inspires engagement with another, so the brand becomes part of the consumer’s story. Story Systems deliver innovative consumer activation + trusted technology at massive scale. Every business process and every technology application that participates in the StoryScape are part of the canvas we call a story system.
- At the heart of a story system is an organizing idea. Like a big idea, it is borne of real consumer insight, but one differentiating aspect of an organizing idea is that its active and participative, and it allows the consumer to live the brand story rather than hear it. It establishes the premise for connectivity between emotional and transactional interaction. But here’s the really important part – a story system usually involves dozens of touch points, and all of these are connected by technology and data. Yes, technology. All of it, from ad tech, to experience tech, to commerce tech, to backoffice tech, to integration tech, to data tech After all, all those systems are impacting the customer experience. This has huge, huge implications.
- So we have all of those touchpoints, and all of that technology and data underpinning them In the end, we are trying to create an environment within which our customer can have experiences they want to have On the way to a valuable business transaction for us
- Which is great news, because in a recent Bain and company survey of their clients It turns out that most companies really are trying to be customer focused And deliver a superior experience If you’ve seen this before, don’t shout it out, but otherwise let me here some guesses on what customers say?
- Hmmm, that’s not too good This is about how good of an experience a customer can have in the Storyscape And as we know, it takes a massive amount of different kinds of technology and data to enable the story system for our customers
- So at the intersection of technology and story, we have an amazing amount of evolution The technology is evolving and ever changing The pace of change is accelerating And the expectations of the customer are evolving too We’ve seen an exponential increase in the rate of change in customer expectations With all the change, businesses and marketing are struggling to keep up Technologists are struggling to keep up In fact, marketing technologists are often referred to as unicorns. We all hope they exist but they’re never seen Where can we find these elusive creatures that understand marketing and storytelling, and that also understand technology?
- SapientNitro started an MBA-like executive education program for our senior technologists, called CMTO university, where we try to grow people who can bridge the conversation between marketing and technology, And be a leader for CMOs, CIOs, and CEOs trying to solve this complex landscape This is a great advantage for us and for our clients But we need more evolution in this space than one firm can facilitate And we frankly need more diversity in marketing technologists We did a research study to try to figure out where marketing technologists come from
- The results are encouraging in that we see marketing technologists coming from 6 backgrounds, with about a 50-50 split between marketing and technology type backgrounds On the marketing side, we have media and marketing analyzers – steeped in the analytics and the insights they provide content curators who live in the content strategy and content management world and marketing mavens who own brands and strategies On the technology side, data divas who know how to take all the data we gather and organize and structure it for analysis infrastructure architects who figure out how to get all the technology to work together and experience engineers who build experiences in this ever changing landscape
- And we also found that many more of these marketing technologists are excited about the landscape than are stressed about it So we have a good crew ready to take this journey
- Which is a good thing because MarTech spending is expected to multiple 10 fold in the next 10 years Somebody better be excited about figuring out what to do with it And better figure out how to innovate with it
- Russian economist Nikolai Dimitrievich Kondratiev found that economic and Innovation cycles have some interesting overlap. In 1925, his book around The Major Economic Cycles noted that Innovation occurs with a frenzy towards saturation and maturity followed by massive disruption.
- But it’s pretty certain that marketing technologists will play a huge role
- For businesses that have intention of survival over the next two decades, they must go back to first principles. And this wicked smart Peter dude is awesome at first principles. He says…
- Thank you for your time and attention