THE EVOLUTION OF THE

MARKETING TECHNOLOGIST

@sdpetry @sapientnitro #4AsTransformation

WHO AM I?

Source: http://cdn.chiefmartec.com/wp-content/uploads/2015/01/marketing_technology_jan2015.png

Source: http://www.slideshare.net/MarTechConf/chief-marketing-technologists-symbolize-marketings-changing-role-by-laura-mclellan

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?

DevOps and Continuous Delivery are responses to a shift

in the functional meaning and expectations of IT

Source: CA Technologies

9

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

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

All stakeholder concerns are important, but if we get

the user experience wrong, nothing else mattersSource: kkstudio » Katerina Kamprani | portfolio

95%firms say they are

CUSTOMER

FOCUSED

80%say they deliver

SUPERIOR

EXPERIENCE

“Closing the Delivery Gap” study of 362 firms by Bain & Co

8%customers agree they

deliver SUPERIOR

EXPERIENCE

“Closing the Delivery Gap” study of 362 firms by Bain & Co

Source: http://www.slideshare.net/MarTechConf/chief-marketing-technologists-symbolize-marketings-changing-role-by-laura-mclellan

5 MAJOR WAVES OF INNOVATION

1780 1840 1890 1940 1970 2010

RA

TE

OF

IN

NO

VA

TIO

N

Water & Steam Power

Railways

Electrification

Mass Production

Information & Communication

We are in the beginning of the6th Wave of Innovation but its tooearly to see what exactly it will be.

“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

© 2015 SAPIENT CORPORATION | CONFIDENTIAL

THANKS,@sdpetry