The New CMO Technologist

Dustin RitterVice President PTI, MarcomCentral

How technologies are changing the role of marketing executives

Background• VP of Marketing, MarcomCentral

• MarcomCentral is a leading provider of SaaS based enterprise marketing asset management solutions since 2000

• 3700+ intranets/portals created to help organizations centralize, customize and distribute marketing assets

• Empowers pre-approved sales teams, field marketers, partners and others to effortlessly create unique one-on-one customer experiences that adhere to all corporate brand standards

• MarcomCentral also streamlines access to corporate-approved vendors to further facilitate creation, tracking and distribution of marketing goods

Clients

“As of 1995, the majority of enterprise software dollars were focused on back-office

functions while the sales and marketing functions were largely ignored or served by

smaller point-solution vendors… With a market capitalization of $17 billion, it has become the new industry heavyweight.”

Gigaom: “Marketing is the Next Big Money Sector in Technology”

“By 2017, CMOs will spend more on IT than their counterpart CIOs.”

Gartner: “By 2017 the CMO will Spend More on IT Than the CIO”

“On average, nearly one-third (30%) of named marketing-related technology and services is bought by marketing already. What’s more, marketing now

influcences almost half of all purchases.”

“CMOs and CIOs alike must recognize that tehcnology and marketing are now inextricably tied,

and that future success depends on the creation of a totally new kind of cross-functional organization.”

Gartner: “By 2017 the CMO will Spend More on IT Than the CIO”

Why Embrace the Integrative Role of “CMO Technologist”?

“The leaders of tomorrow will be fluent in the language of technology – if they’re not, they certainly won’t be

the ones who are leading.”

Eric Hippeau: “From CMO to CTO”

The Forces of Change• Media formats are transforming

• Content must be hyper-relevant

• Marketing efforts must be quantified

• Technologies are continuously evolving

Media Format Transformation

“The marketing and media ecosystem has arraived at an evolutionary threshold. Numerous developments

have brought the industry to this transition point.

Many more advertising platforms exist. And marketers are insisting on greater precision in targeting and

accounting for their ad spend.”

Forbes: “Why Do Chief Marketing Officers Have A Short Shelf Life?”

The Marketing Spend Shift

The Convergence of Media

Content Relevancy

Traditional Marketing

Consumers Want Relevancy

“Seven in ten consumers say they like custom content because it is

tailored to their specific interests.”

“6 in 10 say that after reading a custom publication, they feel like they know more,

and feel better about the company.”

GfK Roper Public Affairs & Corporate Communications:“Consumers’ Attitudes Toward Custom Content”

Personalization Works

Personalized Direct MarketingPrint Email

SMS Microsites

Personalized Digital MarketingWebsite Content

Apps

Social Ads

Retargeted Online Ads

Personalized Traditional Marketing

RadioTV

Deliver Personalized Content

Data Content

Media

Technology

Marketing Quantified

“Data has transformed marketing into a more quantitative discipline. This new accountability is helping marketing evolve from an expense

to a measurable driver or revenue.

(Data makes) experimentation and optimization through A/B and multivariate testing a

part of everyday marketing life.”

Scott Brinker: “Chief Marketing Technologist 10-24-12”

“The new ROI of marketing goes even further than investments and impressions.

It also encompasses return on engagement, objectives and opportunity.”

Forbes: “Understanding The New ROI of Marketing”

Measuring Marketing Success

Measuring Marketing Success

Measuring Marketing Impact

The Evolution of Technologies

Early Technology Categories

• Ad Management• Social Media Management• Customer Relationship Management• Content Management • Web Analytics• Marketing Resource Management• Email Marketing & Analytics• Business Intelligence

The Marketing Technology Landscape

Concepts Technology Categories

Technology Concepts v. Categories• Enterprise Marketing management (EMM) is a marketing

technology concept

• Marketing Resource Management is a marketing technology category

• New categories have emerged to better group like features and function:– Marketing Asset Management– Marketing Automation– Brand Management Solutions– Sales Enablement

Know The Technology Landscape

• You need to at least have a broad, baseline knowledge of current and emerging technologies to recommend which options your company should consider

• Without this scope and with an overall lack of strategy, you can waste time, monies and ultimately lose credibility

Marketing Technology Landscape

Building Your Marketing Technologies Portfolio

Common Pitfalls with Poor Strategy

• Purchase systems that solve a single need• Data is in silos for each application• Features overlap between systems• Feature gaps become apparent• Investment causes technology paralysis• Indecision on how to change and/or be effective

What’s At Stake

• Cost of Systems• Cost of (Perpetual) Training• Resources Depletion• Visible Ineffectiveness• Disenfranchisement

Becoming the CMO Technologist

“What’s driving the need for this role? Marketers are increasingly dependent on technology, notes Gartner, for designing the customer experience across social,

mobile, commerce and website channels, for integrating data from many sources to better

unerstand customers, and to support campaigns and programs in technical-powered environments such

as search, social and mobile.”

Scott Brinker: “Gartner Confirms 70% Have Chief Marketing Technologist”

Educate and Evaluate

• Understand the Technology Landscape• Evaluate Your Technologies

– What is currently owned– What is available– How do they integrate– Choose the ideal mix to meet objectives

Leverage best practices and possibly analysts or companies that can help you do it. Do it yourself, and it can be overwhelming. Avoid going down the wrong road from the get-go.

Collaborate with Others

Evaluate Staff and Roles• Consider new roles

– Marketing Operations Manager– Marketing Systems Administrator– Marketing Automation Manager

• Hire technology savvy candidates

• Invest in ongoing training for current staff

Typical Marketing Staff and Roles

Expected Staffing Changes

Allocate Budget/Resources

Technology Investment Projections

Consistently Review And Adapt

Forbes: “Understanding The New ROI of Marketing”

Case Studies

Thank You

Dustin RitterVice President PTI, MarcomCentral