nasscom martech confluence 2015 session iv: keynote martech and unicorns : why you need to break...

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MARTECH and UNICORNS: Why you need to break silos and how you can do it

@sheldon_tm @sapientnitro #NASSCOMMarTech

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Global CTO @ SapientNitro

Founder of SapientNitro’s CMTO University

@sheldon_tm @sapientnitro #NASSCOMMarTech

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https://www.youtube.com/watch?v=1VM2eLhvsSM

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A BRIEF HISTORY OF MARKETINGStandardization of quality products forced companies to distinguish themselves with “branded” propositions

4 P’s: Product, Price, Place, Promotion

Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand. – Wikipedia

Reason informs, but emotion persuades"Pears Soap 1900" by Original uploader was VAwebteam at en.wikipedia

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Mad Men Era: All about having a great ad campaign and a robust media plan.

Consumers watched the commercial and did what they were told.

Brand story was king.@sheldon_tm #velocityconf© 2015 SAPIENT CORPORATION | CONFIDENTIAL

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digitalnative

socially connected

search savvy

mobile device

equipped

non-linear

Welcome to the era of always on

Source: https://www.flickr.com/photos/skohlmann/14772342171/sizes/h/

@sheldon_tm #velocityconf© 2015 SAPIENT CORPORATION | CONFIDENTIAL

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https://www.youtube.com/watch?v=45Z-GevoYB8

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The reason you (and I) are at MarTechConfluence Marketing

Dollars

IT MARKETING

This impact zone is expanding

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Source: https://hbr.org/2014/07/the-rise-

of-the-chief-marketing-

technologisthttp://www.johnnyaustin.com/unic

orn.html

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Source: /http://www.pepsico.com/Company/Leadershiphttp://adage.com/article/cmo-strategy/brand-pepsi-names-kristin-patrick-global-chief-marketer/241807

© 2014 SAPIENT CORPORATION | CONFIDENTIAL

ROBERT DIXONCIO, PepsiCo

KRISTIN PATRICKCMO, PepsiCo

Has depth and breadth of knowledge across the landscape of marketing technology

Fluent with the business and

culture of Marketing and

Advertising

Source: http://www.mbatalks.com/top-mba-books-for-marketing-professionals/

Source: PRNEWSFOTO/PEPSICO/MASHABLE.COM

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INDRA NOOYICEO, PepsiCo

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influence[in-floo-uh ns]Noun1.The capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others

Source: http://www.greenprophet.com/2012/08/green-ideas-worth-spreading//

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SIX KEY ARCHETYPES

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• Marketing technologists report to marketing

• Today’s practitioners are learning technology on the job

• Current and desired job skills are balanced between marketing, technology, and business

• There are alarming deficiencies in current skill sets

• The gap between marketing and technology is real, even for marketing technologists

MAJORFINDINGS

4ATTITUDE & BEHAVIOR

3MARKETING

TECHNOLOGY

2COMMUNICATION

& INFLUENCE

1MARKETING

FUNDAMENTALS

A Marketing Technologist

A Marketing Technologist is a senior technologist, who hasdelivered amazing work through customer facing systems from

concept to deployment, operations and evolution.

Living at intersection of story and technology, (s)he sees around corners, paints the big picture, “gets” marketers, ad types and marketing.

(S)he is a scrappy innovator, yet understands scale and complexity in systems, organization and culture. And, (s)he’s awesome at

influencing people.

@sheldon_tm #velocityconf© 2015 SAPIENT CORPORATION | CONFIDENTIAL

2003

2011

• IT as overhead to be cost-managed

• Commoditize & Outsource to Lowest Cost provider

• Learned Helplessness

• Plausible Deniability

• Software and technology a major force of disruption across industries

• IT moves from back office function to the primary interface with the customer

2003 2011

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“There are only two sources of competitive advantage:

the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the

competition.”

- Jack Welch, General Electric

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We expect technology spend by CMOs to increase

10x in 10 Yearsfrom $12 billion to $120 billion…

opening the doorto the Decade of the CMO.

- Ashu Garg, Foundation Capital

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The reason you (and I) are at MarTechConfluence Marketing

Dollars

IT MARKETING

There has never been a better time to be a marketing technology leader

© 2014 SAPIENT CORPORATION | CONFIDENTIAL

THANKS,

@sheldon_tm @sapientnitro #NASSCOMMarTech