the big bang of modern marketing...modern marketing scott brinker @chiefmartec co-founder & cto...

The Big Bang ofModern Marketing

Scott Brinker

@chiefmartec

Co-founder & CTOSoftware and servicesfor marketing apps.

Author & EditorBlog on the entwining of marketing & technology.

Program ChairMarketing techconference.

947 companies43 categories

And this is not comprehensive!

~100 companies

~350 companies

~950 companies

“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

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.

Customer experience software affects our touchpoints.

CRM software, by definition, affects our relationships.

MarketerMarketing Software

Web Services

Client Software

Customer

1 2 3

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

“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.

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

Technology Expertise

Tech

no

logy

Au

tho

rity Cowboy

Laggard Prisoner

Marketing Expertise

Tech

no

logy

Exp

erti

se

Old School Marketers

Old

Sch

oo

lIT

& E

ngi

ne

ers

Marketing Expertise

Tech

no

logy

Exp

erti

se

Old School Marketers

New School:Marketing TechnologistsCreative Technologists

Growth HackersChief Digital Officers

Data ScientistsO

ld S

cho

ol

IT &

En

gin

ee

rs

technology changes exponentially

organizations change logarithmically

technology management is deciding which

changes are adopted

?

?

81% of large firms now have achief marketing technologist role

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.

Marketing used to work like this.

A

B

Today, it feels more like this.

A

B

Faster cycle speeds

Fragmented channels

Feedback loops

Frequent disruptions

Marketing used to be complicated.Now it is complex.

“…helping the companies thrive under conditionsof high uncertainty and rapid change.”

Plan

Review

Produce

Deploy

“Waterfall” marketing management — often a quarterly or yearly plan.

“Waterfall” is a predictive approach to management.

Notpredictable

A

B

Reasonably predictable

That is a dead marketing plan.

Sprint Planning

Sprint

SprintRetrospective Daily

Stand-up

1 day

2-4

weeks

Sprint Review

UpdateBacklog

UpdateBacklog

• Write a case study

• Configure new nurture email campaign in MAP

• Create a landing page

• Launch new Google keyword group

• Connect with a social media influencer

One Big Waterfallvs.

Many Small Agile Sprints

Each sprint cycle provides an opportunity to:

• Reap the benefits of a smaller deliverable

• Adjust your approach based on feedback

• Stop wasting time on things that aren’t effective — rebalance your investment

• Experiment with innovative, new ideas

Part I Part II Part III Version 1 Version 2 Version 3

This is an incrementalapproach — each step offers you a chance to adjust your trajectory.

This is an iterativeapproach — each step offers you a chance to refine your deliverable based on feedback.

Version 1 Version 2 Version 3

This is an iterativeapproach — each step offers you a chance to refine your deliverable based on feedback.

An iterative approach lets you “fail fast” — try new

ideas on a small scale before scaling them.

Prioritization of the backlog

Sprint review feedback

Minimize “fire drills” and maintain focus

A strong, clear vision is the fuel that powers the agile process.

1 2 3

“…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