chief marketing technologist

The Case for aChief Marketing

Technologistby Scott Brinker@chiefmartec

Tuesday, October 19

Life used to be simple.

You have themarketing

departmentfor marketing.

You have thefire department

for firefighting.

You have thepolice department

for policing.

You have theIT department

for informationand technology.

But what if marketing turned into

information & technology?

Are marketingand technology really that deeply

entwined?

Hundreds of marketing software

solutions today...

...thousands moreon the way.

!"#$%&'()*+%',)

!"#$%&'()*$'+)',-).')(/0)

-./0,)-/1+0&'()

!"#$%&'()*$'+)12).')3%%3)

2#"3$"4.%)!%,501)

!/%45$%6,/)781)

657#0+&8%)9''/8"&/')

899'$.5(".:)*'$)(/0)9,%:/$4)

*/:;"#%)<3/'/1537)

;'0)<'4.=))>"#>)+%$#"()

;%$#/)+%$?/.)

7/,%&@/,:)/%4:).')4/,,)

;'0)6%$$"/$4).')/(.$:) =

%;))>%'

?0#%7)

You are what you eat.

You are the companyyou keep.

You are the software you use.

> Analytics shape perception

> Automation guides processes

> Optimization hones tactics

> Monitoring leads engagement

> Targeting defines segments

> CRM structures relationships

Software = Capabilities

But wait, there’s more...

The proliferation of marketing technology platforms: you create the experience.

> Web apps

> Facebook apps

> iPhone apps

> Android apps

> Tablet apps

> Interactive ads

> Semantic web

> Your products

!"#$%"&'()$*+",',-.(

/0#$%"&'()$*+",',-.(

1%,23*#()$*+",',-.(

!"#$%&%'()*+$

,-+.&"++$.&/"''.0"&*"$

123$

4.0./%'$%++"/$5%&%0"5"&/$1657"))8"$.&/"''.0"&*"$

1%57%.0&$5%&%0"5"&/$

3%9:")&0$;%+<#6%9;+$

=6*.%'$5";.%$56&./69.&0$

=>?$%&%'(+.+$@$%-;.)&0$

>5%.'$5%9:")&0$

36#.'"$5%9:")&0$

!"#$+./"$

A&/"9%*)8"$%;+$

B%&;.&0$7%0"+$

,"<%8.69%'$/%90")&0$

B.&:";$;%/%$

="%9*<$%;+$

B6*%)6&$

2CA4$

=6*.%'$D"%/-9"+$

E+"9F0"&"9%/";$*6&/"&/$

E+"9$*655-&.)"+$

A&/"9&"/$6D$/<.&0+$

4.0./%'$796;-*/+$

G-05"&/";$9"%'./($

Connecting the dots betweentechnologies...

a princeor a frog?

Okay, marketing and technology are entwined.

Who choreographs this marketing technology ballet?

Or is it more like a mosh pit?

Not the IT department: doesn’t have

marketing skillsor incentives.

Not the HiPPO: doesn’t have the

technical ownership.

Not a committee: doesn’t synthesize a cohesive vision,

lacks agility.

Marketing must champion its own

technology.

Marketers who are technologists.

> A business/technology hybrid> Strong engineering, IT skill set> Early adopter & pragmatist> Lives & breathes marketing> Reports to CMO, not CIO

Portrait of aChief Marketing

Technologist:

Three missions for a chief marketing technologist.

Mission #1

Help the CMO translate

strategy into technology

(and vice versa).

Mission #2

Choreographdata and

technologyacross the marketing

organization.

Mission #3

Fuse technology into the DNA of

marketing—practices, people,

and culture.

Not everyonein marketingneeds to be a technologist.

Just like not everyone in

marketing is a “creative.”

But technology must be one

of the pillars of new marketing.

You’re already responsible for

the outcome of marketing

technology.

Shouldn’t you be the one driving?

MarketerMarketing Technology

Who’s packing your parachute?

Thank you.

Scott Brinker@chiefmartec