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Tuesday, October 19


 The Case for a
Chief Marketing
 Technologist
   by Scott Brinker
    @chiefmartec
Life used to be simple.
You have the
    marketing
   department
for marketing.
You have the
 fire department
for firefighting.
You have the
police department
  for policing.
You have the
  IT department
for information
and technology.
But what if
  marketing
  turned into
information &
 technology?
Are marketing
and technology
really that deeply
    entwined?
Hundreds of
  marketing
   software
solutions today...

...thousands more
     on the way.
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 */:;"#%)      ;'0)<'4.=))
<3/'/1537)    >"#>)+%$#"()
You are what
  you eat.
You are the
company
 you keep.
You are the
software
 you use.
Software = Capabilities
> Analytics shape perception
> Automation guides processes
> Optimization hones tactics
> Monitoring leads engagement
> Targeting defines segments
> CRM structures relationships
But wait, there’s more...
The proliferation of marketing technology platforms:
          you create the experience.
>   Web apps
>   Facebook apps
>   iPhone apps
>   Android apps
>   Tablet apps
>   Interactive ads
>   Semantic web
>   Your products
=6*.%'$5";.%$56&./69.&0$
        1657"))8"$.&/"''.0"&*"$                       4.0./%'$%++"/$5%&%0"5"&/$
    1%57%.0&$5%&%0"5"&/$                                   ,-+.&"++$.&/"''.0"&*"$
   3%9:")&0$;%+<#6%9;+$                !"#$%"&'(             !"#$%&%'()*+$
   =>?$%&%'(+.+$@$%-;.)&0$           )$*+",',-.(             123$
   G-05"&/";$9"%'./($                                             >5%.'$5%9:")&0$
E+"9$*655-&.)"+$                                                      B%&;.&0$7%0"+$
 =6*.%'$D"%/-9"+$                                                       A&/"9%*)8"$%;+$
     B6*%)6&$            1%,23*#(                  /0#$%"&'(             !"#$+./"$
         2CA4$         )$*+",',-.(                )$*+",',-.(           B.&:";$;%/%$
 4.0./%'$796;-*/+$                                                    ="%9*<$%;+$
   A&/"9&"/$6D$/<.&0+$                                            36#.'"$5%9:")&0$
                     E+"9F0"&"9%/";$*6&/"&/$        ,"<%8.69%'$/%90")&0$
Connecting the
 dots between
technologies...
   a prince
  or a frog?
Okay, marketing and technology are entwined.
Who choreographs this marketing technology ballet?
Or is it more like a mosh pit?
Not the IT
  department:
  doesn’t have
marketing skills
or incentives.
Not the HiPPO:
doesn’t have the
  technical
 ownership.
Not a committee:
doesn’t synthesize
a cohesive vision,
   lacks agility.
Marketing must
champion its own
   technology.
Marketers who are technologists.
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
Three missions for a chief marketing technologist.
Mission #1
 Help the CMO
    translate
 strategy into
  technology
(and vice versa).
Mission #2
Choreograph
  data and
technology
 across the
  marketing
organization.
Mission #3
 Fuse technology
into the DNA of
   marketing—
practices, people,
   and culture.
Not everyone
in marketing
needs to be a
technologist.
Just like not
 everyone in
marketing is a
  “creative.”
But technology
 must be one
of the pillars of
new marketing.
You’re already
 responsible for
the outcome of
    marketing
   technology.
Shouldn’t you be
the one driving?
Marketer
Marketing Technology




                   Who’s packing your parachute?
Thank you.

Scott Brinker
@chiefmartec

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