Rise of the Marketing TechnologistScott Brinker@chiefmartec

Co-founder & CTOSoftware and servicesfor marketing apps.

Author & EditorBlog on the entwining of marketing & technology.

Program ChairMarketing techconference.

Technology Marketing

Everything digital is

controlled by software.

“Software is eating the

world.”

Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011

Software is how marketing “sees” and “touches” customers

in a digital world.

Analytics software affects our perceptions.

Marketing automation software affects our processes.

Social media software affects our engagement strategy.

Marketing apps software affects our touchpoints.

CRM software, by definition, affects our relationships.

marketing = digital = software

947 companies43 categories

And this is not comprehensive!

Marketer Marketing Software

Web Services

Client Software Customer

“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”

Source: Econsultancy, Skills of the Modern Marketer

70% of marketers increasing digital marketing technology spending in 2014

Only 2% are decreasing

Increasingtechnology expensesand capital investments; cross-charges from IT and external agencies

Digital marketing funded by rearranging existing budgets —but not just marketing’s

According to a recent Gartner study, CEOs believe that the most important technology-enabled investment over the next 5 yearsis digital marketing

Source: Gartner, April 2014

Damn it, Jim —I’m a marketer, not a systems administrator!

Damn it, Jim —I’m a marketer, not a systems administrator!

CMO:I’m ready to take over our IT spend!

CIO: Why me?

By 2017 the CMO will spend more on IT than the CIO.

– Gartner

“He who controls the spice, controls

the universe.”

“He (or she) who controls the software, controls the marketing.”

TheKing Solomon approach to

dividing marketing

technology.

The CIOgets the

technology half.

The CMO gets the

marketing half.

NOT GOOD

TheKing Solomon approach to

dividing marketing

technology.

The baby does much better as a

whole.

Marketing is not ERP.

We don’t control the environment.

We don’t control the customer.

We want to be differentiated.

Marketing Expertise

Tech

nolo

gy E

xper

tise

Old School Marketers

Old

Sch

ool

IT &

Eng

inee

rs

Marketing Expertise

Tech

nolo

gy E

xper

tise

Old School Marketers

New School:Marketing TechnologistsCreative Technologists

Growth HackersChief Digital Officers

Data ScientistsO

ld S

choo

lIT

& E

ngin

eers

Technology Expertise

Tech

nolo

gy A

utho

rity Cowboy

Laggard Prisoner

technology changes exponentially

organizations change logarithmically

technology management is deciding which

changes are adopted

?

?

81% of large firms now have achief marketing technologist role

The distance between communicationsand customer experience has collapsedto a click.

ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

An explosion of customer experience

touchpoints.

The Extended Product

Not everyone in marketing

needs to be a technologist.

Just as not everyonein marketing

needed to be acreative.

Design

Technology

Storytelling

Analytics

Technology must become a part of marketing’s DNA.

21% of CEOs think technical expertise is a top 3 CMO skill.

Only 13% think agency experience is.

“…the key meta-trends that will definehow all marketing is done in a world of

technology enablement...”– Terence Kawaja, CEO

LUMA Partners

“…helps the reader to understand how technology can be used for both successful

marketing strategy and execution.”– Jonathan Becher, CMO

SAP

Download a free copy of my book at chiefmartec.com

Chief Marketing Technologisthttp://chiefmartec.com

ion interactive, inc.http://ioninteractive.com

sbrinker@ioninteractive.comTwitter: @chiefmartec

Reach me at:

MarTech Conferencehttp://martechconf.com