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The

Marketing
Technologist
Neo of the
Marketing
Matrix
by Scott Brinker
@chiefmartec
Let me start with the
story of a guy named
Mayur.
Java Developer
Mayur started his career
as a Java developer.
Java Developer
Senior Java Developer
He was very good, and he
was soon promoted.
Java Developer
Senior Java Developer
Enterprise Architect
He was then promoted to
an Enterprise Architect,
managing his own team.
Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
He was promoted again
and his responsibilities
and team grew.
Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
Technology Director
He rose to become a Technical Director, with
significant influence and authority over the
technology of the business.
Now take a guess.
What was Mayur’s
next position?

Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
Technology Director

?
An executive role in
software development
or IT, perhaps?
An executive role in
software development
or IT, perhaps?
Reporting directly to
the CTO or the CIO?
An executive role in
software development
or IT, perhaps?
Reporting directly to
the CTO or the CIO?
Good guesses.
But Mayur decided to
take the “red pill.”
Mayur is the Global Head of
Marketing Technology &
Innovation at Kimberly-Clark.
Mayur is the Global Head of
Marketing Technology &
Innovation at Kimberly-Clark.

(The people behind big
brands such as Kleenex,
Huggies, and Scott
paper towels.)
Mayur works in Marketing and Advertising.
Ultimately, he reports up to the CMO.
Not what you expected?
I could have given you a hint that he previously
worked for SapientNitro, a leading interactive agency.
But before any agency stereotypes colored
your perceptions, I wanted to emphasize his
technical credentials.
But before any agency stereotypes colored
your perceptions, I wanted to emphasize his
technical credentials.
Mayur is a bona fide software architect.
So what’s he doing in marketing?
Marketing

Mayur exemplifies a new kind
of marketing professional: a
marketing technologist.

Technology

Marketing
Technologists
A marketer who
understands technology.

Marketing

Mayur exemplifies a new kind
of marketing professional: a
marketing technologist.

Technology

Marketing
Technologists
A marketer who
understands technology.

Marketing

Mayur exemplifies a new kind
of marketing professional: a
marketing technologist.

A technologist who is
passionate about marketing.

Technology

Marketing
Technologists
But why do we need marketing
technologists, anyway?
Here’s one
big reason.
You may have seen this eye chart of mine.
It’s often used to frighten people.
You may have seen this eye chart of mine.
It’s often used to frighten people.
A sample of over 350 different companies
that have built software for marketers.
You may have seen this eye chart of mine.
It’s often used to frighten people.
A sample of over 350 different companies
that have built software for marketers.
Let me emphasize: this is just a sample of a
few hundred, from a marketing technology
ecosystem of thousands of products.
It’s also woefully out of date
(it’s grown since then).
It’s also woefully out of date
(it’s grown since then).
Yes, there has been some consolidation.
It’s also woefully out of date
(it’s grown since then).
Yes, there has been some consolidation.
But for every acquisition, dozens of new start-ups are
still launched. I believe that the scale and diversity of this
landscape will continue to grow for the foreseeable future.
Why will it grow?
Why will it grow?
Primarily because the world is changing so
rapidly, and it’s changing marketing with it.
Why will it grow?
Primarily because the world is changing so
rapidly, and it’s changing marketing with it.
The possibilities and expectations of customer
experience are blossoming around us — disruptive
innovation that is now at the very center of marketing.
Why will it grow?
Primarily because the world is changing so
rapidly, and it’s changing marketing with it.
The possibilities and expectations of customer
experience are blossoming around us — disruptive
innovation that is now at the very center of marketing.
The scale and diversity of marketing itself is exploding.
Software is what enables and
harnesses these possibilities.
Software is what enables and
harnesses these possibilities.
And these days, more people can
create software — faster, cheaper,
and easier than ever before.
Software is what enables and
harnesses these possibilities.
And these days, more people can
create software — faster, cheaper,
and easier than ever before.
It’s a confluence that has sparked a
Golden Age of Marketing Software.
Software is what enables and
harnesses these possibilities.
And these days, more people can
create software — faster, cheaper,
and easier than ever before.
It’s a confluence that has sparked a
Golden Age of Marketing Software.
Marketing has more software solutions available to
it today than any other business function in the
entire history of computing.
But again, why do we need
“marketing technologists” for this?
Isn’t this just a different kind of IT?
But again, why do we need
“marketing technologists” for this?
Isn’t this just a different kind of IT?

But this isn’t so much a
different kind of IT.
But again, why do we need
“marketing technologists” for this?
Isn’t this just a different kind of IT?

But this isn’t so much a
different kind of IT.

It’s more a different kind of marketing.
It’s a digital world we
live in now.
It’s a digital world we
live in now.

So many of the experiences we have, so
many of the communications we share,
are entirely digital.
It’s a digital world we
live in now.

So many of the experiences we have, so
many of the communications we share,
are entirely digital.
And even those that happen in the physical world
are within reach of digital influence in a matter of
seconds — in some cases, even milliseconds.
Quick! Reach for your
smartphone. (Or just
open up a new browser
window on the device
you’re reading this on.)
Quick! Reach for your
smartphone. (Or just
open up a new browser
window on the device
you’re reading this on.)

That’s how quickly you can jack into
the digital world, wherever you are,
whatever you’re doing.
Here’s the secret for mastering marketing in
this digital world — the secret that will give
you magical powers like Neo in The Matrix.
Everything digital is
controlled by software.

Here’s the secret for mastering marketing in
this digital world — the secret that will give
you magical powers like Neo in The Matrix.
Everything digital is
controlled by software.

That may seem
obvious, but…

Here’s the secret for mastering marketing in
this digital world — the secret that will give
you magical powers like Neo in The Matrix.
The implications
of this are huge.
The implications
of this are huge.

In a digital age, it’s through software that
marketing sees and touches the world.
The implications
of this are huge.

Software is
marketing’s
interface to
reality.
In a digital age, it’s through software that
marketing sees and touches the world.
The implications
of this are huge.

Our choice of
software changes
what we can see.

In a digital age, it’s through software that
marketing sees and touches the world.

Software is
marketing’s
interface to
reality.
The implications
of this are huge.

Our choice of
software changes
what we can do.

Software is
marketing’s
interface to
reality.
In a digital age, it’s through software that
marketing sees and touches the world.
This is marketing’s “matrix.”
Consider the following…
Analytics/attribution software
affects our perceptions.

How different analytics packages measure events,
relate them to each other, and visualize trends and
exceptions will color how you perceive your audience.
Analytics/attribution software
affects our perceptions.
Marketing automation software
affects our processes.

The way your marketing automation software was
designed, its capabilities, its user interface — what is
easy or hard to do — will shape your operations.
Analytics/attribution software
affects our perceptions.
Marketing automation software
affects our processes.
Social media listening software
affects our engagement.

Your choice of social media listening software will
influence who and what you pay attention to and how
you engage with your audience in different situations.
Analytics/attribution software
The creative
affects our perceptions. capabilities of your content management

and landing page software will determine what kinds of
customer experiences you can deliver across devices.

Marketing automation software
affects our processes.
Social media listening software
affects our engagement.
Customer experience software
affects our touchpoints.
Analytics/attribution software
The creative
affects our perceptions. capabilities of your content management

and landing page software will determine what kinds of
customer experiences you can deliver across devices.

Marketing automation software
affects our processes.
Social media listening software
affects our engagement.
Forgive me for a
quick experience
Customerpromotional software
interlude — but my
affects our touchpoints.
company, ion, offers
amazing software in
this category. :-)
ioninteractive.com
Analytics/attribution software
affects our perceptions.
Marketing automation software
CRM software
affects our processes. impacts how you manage your customer

relationships, offering different ways to structure and
harness all the data you collect on your audience.

Social media listening software
affects our engagement.
Customer experience software
affects our touchpoints.
CRM software, by definition,
affects our relationships.
Analytics/attribution software
affects our perceptions.
Marketing automation software
CRM software
affects our processes. impacts how you manage your customer

relationships, offering different ways to structure and
harness all the data you collect on your audience.

Social media listening software
affects our engagement.
Customer experience software
affects our touchpoints.
CRM software, by definition,
affects our relationships.

These are decisions that
significantly alter the reality
of marketing’s matrix.
My point is that the
marketing software we
choose...
My point is that the
marketing software we
choose...
How we configure it…
How we apply it…
How we extend it…
My point is that the
marketing software we
choose...
How we configure it…
How we apply it…
How we extend it…
Materially affects
what marketing can do.
This is why we should not take…

The
King Solomon
approach to
dividing
marketing
technology.
The CIO
gets the
technology
half.

The
King Solomon
approach to
dividing
marketing
technology.
The CIO
gets the
technology
half.

The CMO
gets the
marketing
half.

The
King Solomon
approach to
dividing
marketing
technology.
The CIO
gets the
technology
half.

The CMO
gets the
marketing
half.

NOT GOOD

The
King Solomon
approach to
dividing
marketing
technology.
The baby
does much
better in
one piece.

The
King Solomon
approach to
dividing
marketing
technology.
The baby
does much
better in
one piece.

We need a holistic
approach to nurturing
marketing technology.
So how do we get there from here?
CIO

Some people say this is
merely a communication
issue between the CMO
and the CIO.

CMO
CIO

Some people say this is
merely a communication
issue between the CMO
and the CIO.
Yes, getting these two
leaders to talk on a regular
basis is a good start...

CMO
CIO

CMO
But it’s not enough. Marketing must be
able to wield technology as a native
capability in its strategy and tactics.
CIO

CMO
But it’s not enough. Marketing must be
able to wield technology as a native
capability in its strategy and tactics.

I know how to
script marketing
automation.
CIO

CMO
But it’s not enough. Marketing must be
able to wield technology as a native
capability in its strategy and tactics.
Yet who in the marketing department
would know how to develop and
manage such capability?
CMO

CIO

Chief
Marketing
Technologist
So, imagine a new technical management role in the
marketing department that would own this mission
— say, a chief marketing technologist.
CMO

CIO

Chief
Marketing
Technologist
So, imagine a new technical management role in the
marketing department that would own this mission
— say, a chief marketing technologist.
(The title isn’t important. It’s the role that matters.)
CMO

CIO

Chief
Marketing
Technologist

This marketing
technology leader
would report up to
the CMO.
CMO

CIO

Chief
Marketing
Technologist

This marketing
technology leader
would report up to
the CMO.

Because this is a
marketing mission.
CMO

CIO
But he or she
would also
report with a
“dotted line”
up to the CIO.

Chief
Marketing
Technologist

This marketing
technology leader
would report up to
the CMO.

Because this is a
marketing mission.
CMO

CIO
But he or she
would also
report with a
“dotted line”
up to the CIO.

Chief
Marketing
Technologist

Because no enterprise
technology is an island.

This marketing
technology leader
would report up to
the CMO.

Because this is a
marketing mission.
CMO

CIO
But he or she
would also
report with a
“dotted line”
up to the CIO.

Chief
Marketing
Technologist

This role should be a bridge
between marketing and IT.

This marketing
technology leader
would report up to
the CMO.
CMO

CIO

Chief
Marketing
Technologist

Marketing Technology
Staff & Vendors

This role takes
responsibility for
the technology
capabilities of the
marketing team:
technical people,
processes, and
platforms.
CMO

CIO

But it also
coordinates
with IT fully
and takes
responsibility
for adhering
to proper IT
governance.

Chief
Marketing
Technologist

Marketing Technology
Staff & Vendors

This role takes
responsibility for
the technology
capabilities of the
marketing team:
technical people,
processes, and
platforms.
CMO

CIO

Chief
Marketing
Technologist

Mktg
Mktg

Mktg
And by living in marketing, this role helps other
marketers get the most out of technology.
CMO

CIO

It’s more than
a function —
it’s a vehicle
for imparting
tech culture
and intuition
to marketing.

Chief
Marketing
Technologist

Mktg
Mktg

Mktg
CMO

CIO

It’s more than
a function —
it’s a vehicle
for imparting
tech culture
and intuition
to marketing.

Chief
Marketing
Technologist

Mktg
Mktg

Mktg
This role teaches other marketers how to
manipulate marketing’s matrix too.
Okay, this is nice in theory...
But do these roles actually exist?

Chief
Marketing
Technologist
But do these roles actually exist?
According to Gartner, over 70% of large hightech companies already have someone in
this role (although the titles vary).

Chief
Marketing
Technologist
But do these roles actually exist?
According to Gartner, over 70% of large hightech companies already have someone in
this role (although the titles vary).

Chief
Marketing
Technologist
Forrester Research recommended this role
as part of a Marketing Technology Office.
But do these roles actually exist?
According to Gartner, over 70% of large hightech companies already have someone in
this role (although the titles vary).

Chief
Marketing
Technologist
Forrester Research recommended this role
as part of a Marketing Technology Office.
SiriusDecisions advocates for this role as an
integral part of marketing operations.
There are many variations on this theme. But all
of them share the same core idea: tech-savvy
leadership embedded in marketing.

Chief
Marketing
Technologist
There are many variations on this theme. But all
of them share the same core idea: tech-savvy
leadership embedded in marketing.

Chief
Marketing
Technologist

(Again, the title
isn’t important.
It’s the role that
matters.)
Chief
Marketing
Technologist

Of course, this idea scares some
people, in both marketing and IT.
Is marketing really ready for this?
Technology Authority

Let’s consider a graph of
technology expertise and
technology authority.

Technology Expertise
Technology Authority

Cowboy
If marketing wields too much
technology authority without a
matching level of expertise, you
risk a “cowboy” effect— the IT
equivalent of a rogue state.

Technology Expertise
Technology Authority

Cowboy
On the other end of the
spectrum, a tech-savvy marketing
team that is too tightly restricted
by IT policy is a “prisoner.”

Prisoner
Technology Expertise
Technology Authority

Cowboy
And if you lack both technical
authority and expertise in this
digital world, you’re in trouble.

Laggard
Technology Expertise

Prisoner
Technology Authority

Cowboy

Laggard

The sweet spot is a marketing
department that is growing
its technology expertise and
is given an appropriate level
of tech authority to match.

Technology Expertise

Prisoner
But is native technology expertise
really necessary in marketing?
It wasn’t before, but...
It wasn’t before, but...

The real revolution in marketing is a shift from producing
communications to delivering customer experiences.
Within the blink of a click,
a customer can jump from
reading an ad or an email
to interacting with us in a
digital channel.
Within the blink of a click,
a customer can jump from
reading an ad or an email
to interacting with us in a
digital channel.

And the experience they
have — good or bad —
may be instantly shared,
resonating in search and
social circles for all time.
Within the blink of a click,
a customer can jump from
reading an ad or an email
to interacting with us in a
digital channel.

And the experience they
have — good or bad —
may be instantly shared,
resonating in search and
social circles for all time.
This makes customer experiences
the definition of our brand.
Technical talent must become
native to marketing because...
Technical talent must become
native to marketing because...

To deliver customer experiences in a digital world requires
fluency not just with art and copy, but also with code and data.
Great experiences fluidly combine these
elements from concept to execution. They
conceive and raise the baby in one piece.
Code and data are
the “star stuff”
from which these
experiences are
crafted — a blend
of the software we
choose and what
we create with it.
Code and data are
the “star stuff”
from which these
experiences are
crafted — a blend
of the software we
choose and what
we create with it.
And the marketing teams
who can create the best
experiences will rule this
marketing matrix.
Of course, not everyone in marketing
needs to become a technologist.
Of course, not everyone in marketing
needs to become a technologist.
But technology must entwined into
marketing’s DNA, along with design,
storytelling, and customer affinity.
Of course, not everyone in marketing
needs to become a technologist.
But technology must entwined into
marketing’s DNA, along with design,
storytelling, and customer affinity.

These are the genes that express
marketing in the modern world.
Old School
Engineers

Tech Savvy

You can still be a great marketer
without being a technology savant.

Old School
Marketers
Marketing Savvy
Old School
Engineers

Tech Savvy

You can still be a great marketer
without being a technology savant.
(Just like you can be a great engineer
without being a marketing wizard.)

Old School
Marketers
Marketing Savvy
Old School
Engineers

Tech Savvy

You can still be a great marketer
without being a technology savant.
(Just like you can be a great engineer
without being a marketing wizard.)
But you better become really good at
collaborating with those who are.

Old School
Marketers
Marketing Savvy
Old School
Engineers

Tech Savvy

Because the line between marketing
and engineering is blurring...

Old School
Marketers
Marketing Savvy
Old School
Engineers

Tech Savvy

It’s inspiring a new generation of professionals
who blend both of these disciplines:

New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Old School
Marketers
Marketing Savvy
Old School
Engineers

Tech Savvy

It’s inspiring a new generation of professionals
who blend both of these disciplines:

These are not
equivalent, but
they all share a
hybridization of
marketing and
tech savvy.

New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Old School
Marketers
Marketing Savvy
Old School
Engineers

Tech Savvy

These are now many of the hottest positions in
business today — they’re in tremendous demand.

New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Old School
Marketers
Marketing Savvy
Old School
Engineers

Tech Savvy

These are now many of the hottest positions in
business today — they’re in tremendous demand.

New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Old School
Marketers
Marketing Savvy

(Just a hint, if
you’re looking
for an exciting
job with great
opportunities.)
Here’s one last reason to embrace
marketing technologists...
technology changes
exponentially
Change

Technology continues to
change exponentially, such
as with Moore’s Law.

Time
technology changes
exponentially
Change

Technology continues to
change exponentially, such
as with Moore’s Law.
Computational power
doubles every two years.
Data storage doubles.
Social media sites multiply
and mutate like fruit flies.

Time
technology changes
exponentially
Change

However, we humans don’t
change nearly as quickly.
Organizations tend to
change more on a
logarithmic scale.

organizations change
logarithmically

Time
We simply can’t absorb all the technology
changes that bombard us at this rate.

Change

technology changes
exponentially

organizations change
logarithmically

Time
We simply can’t absorb all the technology
changes that bombard us at this rate.

Change

technology changes
exponentially

This leaves us with a gap...

organizations change
logarithmically

Time
We simply can’t absorb all the technology
changes that bombard us at this rate.

technology changes
exponentially
Change

How do we
decide which
changes we
should adopt
and which ones
to forgo?

This leaves us with a gap...

organizations change
logarithmically

Time
technology changes
exponentially
Change

Marketing in
particular feels the
strain of straddling
this widening gap.

organizations change
logarithmically

Time
This is one of the key roles that
technology leadership must play:

technology
management is
deciding which
changes are
adopted

Change

technology changes
exponentially

?
?
organizations change
logarithmically

Time
This is one of the key roles that
technology leadership must play:

technology
management is
deciding which
changes are
adopted

Change

technology changes
exponentially

?
?
organizations change
Marketing technologists — especially the role of a chief
marketing technologist — can help marketing ride this
logarithmically
wave of change, instead of being swept beneath it.

Time
Marketing technologists help
marketing regain control of a world
that has exploded with complexity
and accelerating change.
Marketing technologists help
marketing regain control of a world
that has exploded with complexity
and accelerating change.
They do this by turning marketing
into a “local” instead of a tourist in
this new environment.
Marketing technologists help
marketing regain control of a world
that has exploded with complexity
and accelerating change.
They do this by turning marketing
into a “local” instead of a tourist in
this new environment.
They reveal the secrets of
marketing’s matrix.
This marketing
matrix has given
us a new brand
of marketing.
This marketing
matrix has given
us a new brand
of marketing.
And marketing
technologists are
the Neo-like
characters who
will help us
master it.
This marketing
matrix has given
us a new brand
of marketing.
And marketing
technologists are
the Neo-like
characters who
will help us
master it.
Are you ready to
take the red pill?
Thank you. Please feel
free to reach out to me:
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com

Blogger
Chief Marketing Technologist
http://chiefmartec.com

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The Marketing Technologist: Neo of the Marketing Matrix

  • 2. Let me start with the story of a guy named Mayur.
  • 3. Java Developer Mayur started his career as a Java developer.
  • 4. Java Developer Senior Java Developer He was very good, and he was soon promoted.
  • 5. Java Developer Senior Java Developer Enterprise Architect He was then promoted to an Enterprise Architect, managing his own team.
  • 6. Java Developer Senior Java Developer Enterprise Architect Senior Architect He was promoted again and his responsibilities and team grew.
  • 7. Java Developer Senior Java Developer Enterprise Architect Senior Architect Technology Director He rose to become a Technical Director, with significant influence and authority over the technology of the business.
  • 8. Now take a guess. What was Mayur’s next position? Java Developer Senior Java Developer Enterprise Architect Senior Architect Technology Director ?
  • 9. An executive role in software development or IT, perhaps?
  • 10. An executive role in software development or IT, perhaps? Reporting directly to the CTO or the CIO?
  • 11. An executive role in software development or IT, perhaps? Reporting directly to the CTO or the CIO? Good guesses. But Mayur decided to take the “red pill.”
  • 12. Mayur is the Global Head of Marketing Technology & Innovation at Kimberly-Clark.
  • 13. Mayur is the Global Head of Marketing Technology & Innovation at Kimberly-Clark. (The people behind big brands such as Kleenex, Huggies, and Scott paper towels.)
  • 14. Mayur works in Marketing and Advertising. Ultimately, he reports up to the CMO.
  • 15. Not what you expected?
  • 16. I could have given you a hint that he previously worked for SapientNitro, a leading interactive agency.
  • 17. But before any agency stereotypes colored your perceptions, I wanted to emphasize his technical credentials.
  • 18. But before any agency stereotypes colored your perceptions, I wanted to emphasize his technical credentials. Mayur is a bona fide software architect.
  • 19. So what’s he doing in marketing?
  • 20. Marketing Mayur exemplifies a new kind of marketing professional: a marketing technologist. Technology Marketing Technologists
  • 21. A marketer who understands technology. Marketing Mayur exemplifies a new kind of marketing professional: a marketing technologist. Technology Marketing Technologists
  • 22. A marketer who understands technology. Marketing Mayur exemplifies a new kind of marketing professional: a marketing technologist. A technologist who is passionate about marketing. Technology Marketing Technologists
  • 23. But why do we need marketing technologists, anyway?
  • 25. You may have seen this eye chart of mine. It’s often used to frighten people.
  • 26. You may have seen this eye chart of mine. It’s often used to frighten people. A sample of over 350 different companies that have built software for marketers.
  • 27. You may have seen this eye chart of mine. It’s often used to frighten people. A sample of over 350 different companies that have built software for marketers. Let me emphasize: this is just a sample of a few hundred, from a marketing technology ecosystem of thousands of products.
  • 28. It’s also woefully out of date (it’s grown since then).
  • 29. It’s also woefully out of date (it’s grown since then). Yes, there has been some consolidation.
  • 30. It’s also woefully out of date (it’s grown since then). Yes, there has been some consolidation. But for every acquisition, dozens of new start-ups are still launched. I believe that the scale and diversity of this landscape will continue to grow for the foreseeable future.
  • 31. Why will it grow?
  • 32. Why will it grow? Primarily because the world is changing so rapidly, and it’s changing marketing with it.
  • 33. Why will it grow? Primarily because the world is changing so rapidly, and it’s changing marketing with it. The possibilities and expectations of customer experience are blossoming around us — disruptive innovation that is now at the very center of marketing.
  • 34. Why will it grow? Primarily because the world is changing so rapidly, and it’s changing marketing with it. The possibilities and expectations of customer experience are blossoming around us — disruptive innovation that is now at the very center of marketing. The scale and diversity of marketing itself is exploding.
  • 35. Software is what enables and harnesses these possibilities.
  • 36. Software is what enables and harnesses these possibilities. And these days, more people can create software — faster, cheaper, and easier than ever before.
  • 37. Software is what enables and harnesses these possibilities. And these days, more people can create software — faster, cheaper, and easier than ever before. It’s a confluence that has sparked a Golden Age of Marketing Software.
  • 38. Software is what enables and harnesses these possibilities. And these days, more people can create software — faster, cheaper, and easier than ever before. It’s a confluence that has sparked a Golden Age of Marketing Software. Marketing has more software solutions available to it today than any other business function in the entire history of computing.
  • 39. But again, why do we need “marketing technologists” for this? Isn’t this just a different kind of IT?
  • 40. But again, why do we need “marketing technologists” for this? Isn’t this just a different kind of IT? But this isn’t so much a different kind of IT.
  • 41. But again, why do we need “marketing technologists” for this? Isn’t this just a different kind of IT? But this isn’t so much a different kind of IT. It’s more a different kind of marketing.
  • 42. It’s a digital world we live in now.
  • 43. It’s a digital world we live in now. So many of the experiences we have, so many of the communications we share, are entirely digital.
  • 44. It’s a digital world we live in now. So many of the experiences we have, so many of the communications we share, are entirely digital. And even those that happen in the physical world are within reach of digital influence in a matter of seconds — in some cases, even milliseconds.
  • 45. Quick! Reach for your smartphone. (Or just open up a new browser window on the device you’re reading this on.)
  • 46. Quick! Reach for your smartphone. (Or just open up a new browser window on the device you’re reading this on.) That’s how quickly you can jack into the digital world, wherever you are, whatever you’re doing.
  • 47. Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix.
  • 48. Everything digital is controlled by software. Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix.
  • 49. Everything digital is controlled by software. That may seem obvious, but… Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix.
  • 51. The implications of this are huge. In a digital age, it’s through software that marketing sees and touches the world.
  • 52. The implications of this are huge. Software is marketing’s interface to reality. In a digital age, it’s through software that marketing sees and touches the world.
  • 53. The implications of this are huge. Our choice of software changes what we can see. In a digital age, it’s through software that marketing sees and touches the world. Software is marketing’s interface to reality.
  • 54. The implications of this are huge. Our choice of software changes what we can do. Software is marketing’s interface to reality. In a digital age, it’s through software that marketing sees and touches the world.
  • 55. This is marketing’s “matrix.” Consider the following…
  • 56. Analytics/attribution software affects our perceptions. How different analytics packages measure events, relate them to each other, and visualize trends and exceptions will color how you perceive your audience.
  • 57. Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. The way your marketing automation software was designed, its capabilities, its user interface — what is easy or hard to do — will shape your operations.
  • 58. Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. Social media listening software affects our engagement. Your choice of social media listening software will influence who and what you pay attention to and how you engage with your audience in different situations.
  • 59. Analytics/attribution software The creative affects our perceptions. capabilities of your content management and landing page software will determine what kinds of customer experiences you can deliver across devices. Marketing automation software affects our processes. Social media listening software affects our engagement. Customer experience software affects our touchpoints.
  • 60. Analytics/attribution software The creative affects our perceptions. capabilities of your content management and landing page software will determine what kinds of customer experiences you can deliver across devices. Marketing automation software affects our processes. Social media listening software affects our engagement. Forgive me for a quick experience Customerpromotional software interlude — but my affects our touchpoints. company, ion, offers amazing software in this category. :-) ioninteractive.com
  • 61. Analytics/attribution software affects our perceptions. Marketing automation software CRM software affects our processes. impacts how you manage your customer relationships, offering different ways to structure and harness all the data you collect on your audience. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships.
  • 62. Analytics/attribution software affects our perceptions. Marketing automation software CRM software affects our processes. impacts how you manage your customer relationships, offering different ways to structure and harness all the data you collect on your audience. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships. These are decisions that significantly alter the reality of marketing’s matrix.
  • 63. My point is that the marketing software we choose...
  • 64. My point is that the marketing software we choose... How we configure it… How we apply it… How we extend it…
  • 65. My point is that the marketing software we choose... How we configure it… How we apply it… How we extend it… Materially affects what marketing can do.
  • 66. This is why we should not take… The King Solomon approach to dividing marketing technology.
  • 67. The CIO gets the technology half. The King Solomon approach to dividing marketing technology.
  • 68. The CIO gets the technology half. The CMO gets the marketing half. The King Solomon approach to dividing marketing technology.
  • 69. The CIO gets the technology half. The CMO gets the marketing half. NOT GOOD The King Solomon approach to dividing marketing technology.
  • 70. The baby does much better in one piece. The King Solomon approach to dividing marketing technology.
  • 71. The baby does much better in one piece. We need a holistic approach to nurturing marketing technology.
  • 72. So how do we get there from here?
  • 73. CIO Some people say this is merely a communication issue between the CMO and the CIO. CMO
  • 74. CIO Some people say this is merely a communication issue between the CMO and the CIO. Yes, getting these two leaders to talk on a regular basis is a good start... CMO
  • 75. CIO CMO But it’s not enough. Marketing must be able to wield technology as a native capability in its strategy and tactics.
  • 76. CIO CMO But it’s not enough. Marketing must be able to wield technology as a native capability in its strategy and tactics. I know how to script marketing automation.
  • 77. CIO CMO But it’s not enough. Marketing must be able to wield technology as a native capability in its strategy and tactics. Yet who in the marketing department would know how to develop and manage such capability?
  • 78. CMO CIO Chief Marketing Technologist So, imagine a new technical management role in the marketing department that would own this mission — say, a chief marketing technologist.
  • 79. CMO CIO Chief Marketing Technologist So, imagine a new technical management role in the marketing department that would own this mission — say, a chief marketing technologist. (The title isn’t important. It’s the role that matters.)
  • 81. CMO CIO Chief Marketing Technologist This marketing technology leader would report up to the CMO. Because this is a marketing mission.
  • 82. CMO CIO But he or she would also report with a “dotted line” up to the CIO. Chief Marketing Technologist This marketing technology leader would report up to the CMO. Because this is a marketing mission.
  • 83. CMO CIO But he or she would also report with a “dotted line” up to the CIO. Chief Marketing Technologist Because no enterprise technology is an island. This marketing technology leader would report up to the CMO. Because this is a marketing mission.
  • 84. CMO CIO But he or she would also report with a “dotted line” up to the CIO. Chief Marketing Technologist This role should be a bridge between marketing and IT. This marketing technology leader would report up to the CMO.
  • 85. CMO CIO Chief Marketing Technologist Marketing Technology Staff & Vendors This role takes responsibility for the technology capabilities of the marketing team: technical people, processes, and platforms.
  • 86. CMO CIO But it also coordinates with IT fully and takes responsibility for adhering to proper IT governance. Chief Marketing Technologist Marketing Technology Staff & Vendors This role takes responsibility for the technology capabilities of the marketing team: technical people, processes, and platforms.
  • 87. CMO CIO Chief Marketing Technologist Mktg Mktg Mktg And by living in marketing, this role helps other marketers get the most out of technology.
  • 88. CMO CIO It’s more than a function — it’s a vehicle for imparting tech culture and intuition to marketing. Chief Marketing Technologist Mktg Mktg Mktg
  • 89. CMO CIO It’s more than a function — it’s a vehicle for imparting tech culture and intuition to marketing. Chief Marketing Technologist Mktg Mktg Mktg This role teaches other marketers how to manipulate marketing’s matrix too.
  • 90. Okay, this is nice in theory...
  • 91. But do these roles actually exist? Chief Marketing Technologist
  • 92. But do these roles actually exist? According to Gartner, over 70% of large hightech companies already have someone in this role (although the titles vary). Chief Marketing Technologist
  • 93. But do these roles actually exist? According to Gartner, over 70% of large hightech companies already have someone in this role (although the titles vary). Chief Marketing Technologist Forrester Research recommended this role as part of a Marketing Technology Office.
  • 94. But do these roles actually exist? According to Gartner, over 70% of large hightech companies already have someone in this role (although the titles vary). Chief Marketing Technologist Forrester Research recommended this role as part of a Marketing Technology Office. SiriusDecisions advocates for this role as an integral part of marketing operations.
  • 95. There are many variations on this theme. But all of them share the same core idea: tech-savvy leadership embedded in marketing. Chief Marketing Technologist
  • 96. There are many variations on this theme. But all of them share the same core idea: tech-savvy leadership embedded in marketing. Chief Marketing Technologist (Again, the title isn’t important. It’s the role that matters.)
  • 97. Chief Marketing Technologist Of course, this idea scares some people, in both marketing and IT. Is marketing really ready for this?
  • 98. Technology Authority Let’s consider a graph of technology expertise and technology authority. Technology Expertise
  • 99. Technology Authority Cowboy If marketing wields too much technology authority without a matching level of expertise, you risk a “cowboy” effect— the IT equivalent of a rogue state. Technology Expertise
  • 100. Technology Authority Cowboy On the other end of the spectrum, a tech-savvy marketing team that is too tightly restricted by IT policy is a “prisoner.” Prisoner Technology Expertise
  • 101. Technology Authority Cowboy And if you lack both technical authority and expertise in this digital world, you’re in trouble. Laggard Technology Expertise Prisoner
  • 102. Technology Authority Cowboy Laggard The sweet spot is a marketing department that is growing its technology expertise and is given an appropriate level of tech authority to match. Technology Expertise Prisoner
  • 103. But is native technology expertise really necessary in marketing?
  • 105. It wasn’t before, but... The real revolution in marketing is a shift from producing communications to delivering customer experiences.
  • 106. Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel.
  • 107. Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel. And the experience they have — good or bad — may be instantly shared, resonating in search and social circles for all time.
  • 108. Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel. And the experience they have — good or bad — may be instantly shared, resonating in search and social circles for all time. This makes customer experiences the definition of our brand.
  • 109. Technical talent must become native to marketing because...
  • 110. Technical talent must become native to marketing because... To deliver customer experiences in a digital world requires fluency not just with art and copy, but also with code and data.
  • 111. Great experiences fluidly combine these elements from concept to execution. They conceive and raise the baby in one piece.
  • 112. Code and data are the “star stuff” from which these experiences are crafted — a blend of the software we choose and what we create with it.
  • 113. Code and data are the “star stuff” from which these experiences are crafted — a blend of the software we choose and what we create with it. And the marketing teams who can create the best experiences will rule this marketing matrix.
  • 114. Of course, not everyone in marketing needs to become a technologist.
  • 115. Of course, not everyone in marketing needs to become a technologist. But technology must entwined into marketing’s DNA, along with design, storytelling, and customer affinity.
  • 116. Of course, not everyone in marketing needs to become a technologist. But technology must entwined into marketing’s DNA, along with design, storytelling, and customer affinity. These are the genes that express marketing in the modern world.
  • 117. Old School Engineers Tech Savvy You can still be a great marketer without being a technology savant. Old School Marketers Marketing Savvy
  • 118. Old School Engineers Tech Savvy You can still be a great marketer without being a technology savant. (Just like you can be a great engineer without being a marketing wizard.) Old School Marketers Marketing Savvy
  • 119. Old School Engineers Tech Savvy You can still be a great marketer without being a technology savant. (Just like you can be a great engineer without being a marketing wizard.) But you better become really good at collaborating with those who are. Old School Marketers Marketing Savvy
  • 120. Old School Engineers Tech Savvy Because the line between marketing and engineering is blurring... Old School Marketers Marketing Savvy
  • 121. Old School Engineers Tech Savvy It’s inspiring a new generation of professionals who blend both of these disciplines: New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy
  • 122. Old School Engineers Tech Savvy It’s inspiring a new generation of professionals who blend both of these disciplines: These are not equivalent, but they all share a hybridization of marketing and tech savvy. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy
  • 123. Old School Engineers Tech Savvy These are now many of the hottest positions in business today — they’re in tremendous demand. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy
  • 124. Old School Engineers Tech Savvy These are now many of the hottest positions in business today — they’re in tremendous demand. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy (Just a hint, if you’re looking for an exciting job with great opportunities.)
  • 125. Here’s one last reason to embrace marketing technologists...
  • 126. technology changes exponentially Change Technology continues to change exponentially, such as with Moore’s Law. Time
  • 127. technology changes exponentially Change Technology continues to change exponentially, such as with Moore’s Law. Computational power doubles every two years. Data storage doubles. Social media sites multiply and mutate like fruit flies. Time
  • 128. technology changes exponentially Change However, we humans don’t change nearly as quickly. Organizations tend to change more on a logarithmic scale. organizations change logarithmically Time
  • 129. We simply can’t absorb all the technology changes that bombard us at this rate. Change technology changes exponentially organizations change logarithmically Time
  • 130. We simply can’t absorb all the technology changes that bombard us at this rate. Change technology changes exponentially This leaves us with a gap... organizations change logarithmically Time
  • 131. We simply can’t absorb all the technology changes that bombard us at this rate. technology changes exponentially Change How do we decide which changes we should adopt and which ones to forgo? This leaves us with a gap... organizations change logarithmically Time
  • 132. technology changes exponentially Change Marketing in particular feels the strain of straddling this widening gap. organizations change logarithmically Time
  • 133. This is one of the key roles that technology leadership must play: technology management is deciding which changes are adopted Change technology changes exponentially ? ? organizations change logarithmically Time
  • 134. This is one of the key roles that technology leadership must play: technology management is deciding which changes are adopted Change technology changes exponentially ? ? organizations change Marketing technologists — especially the role of a chief marketing technologist — can help marketing ride this logarithmically wave of change, instead of being swept beneath it. Time
  • 135. Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change.
  • 136. Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change. They do this by turning marketing into a “local” instead of a tourist in this new environment.
  • 137. Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change. They do this by turning marketing into a “local” instead of a tourist in this new environment. They reveal the secrets of marketing’s matrix.
  • 138. This marketing matrix has given us a new brand of marketing.
  • 139. This marketing matrix has given us a new brand of marketing. And marketing technologists are the Neo-like characters who will help us master it.
  • 140. This marketing matrix has given us a new brand of marketing. And marketing technologists are the Neo-like characters who will help us master it. Are you ready to take the red pill?
  • 141. Thank you. Please feel free to reach out to me: sbrinker@ioninteractive.com Twitter: @chiefmartec Co-founder & CTO ion interactive, inc. http://ioninteractive.com Blogger Chief Marketing Technologist http://chiefmartec.com