marketing technologists as marketing transformation sherpas by shawn goodin

Business Capability Framework

Marketing Technologist as Marketing Transformation Sherpa

Marketing Transformation

1. The marketing landscape has changed and

those who don’t master the new terrain will

perish or be irrelevant

2. Capabilities are foundational to mastering this

new terrain (people, process, tech & data)

3. The Chief Marketing Technologist is uniquely

qualified and positioned to be the guide

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3

New Terrain

Landscape (Enough Said)

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What’s better about capability focus?

1. Business Capabilities give IT and the Marketing a shared language

grounded in business outcomes

(Think Rosetta Stone/ Go Native!)

2. Business capabilities allow us to look holistically at how value is

created, including people, process, technology and data

(Think capability stool)

3. Business capabilities help us avoid getting bogged down in the how

and focus on what we do.

(Think compass that points the way)

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Rosetta Stone (Shared Language)

The Rosetta Stone from 196 BC is the key

between three separate languages:

1. Top : Ancient Egyptian hieroglyphs

2. Middle: Demotic script

3. Lowest: Ancient Greek

Because it presents essentially the same text in all three

scripts, it provided the key to the modern understanding of

Egyptian hieroglyphs.

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2

3

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Multiple Languages

Process

Marketing

Data

IT

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Business Value

Process

Marketing

Data

IT

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Capability Stool

• Capabilities keeps us

grounded and holistic in

approach

• Measure and reward on the

outcome and you will invest

correctly in the capability

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Capability Stool

Compass that points the way

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What can we learn from orienteering…

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1. Map the terrain

2. Align map to true North with compass

3. Know where you are

4. Read the terrain and adjust

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1. Start with what you know and build a map

2. Align your map with the strategy (true north)

3. Plot a course

4. If your teams trust the map and the compass

you can move together with agility

Capability Artifacts

1. Capability Map

2. Apply Strategy Lens

3. Heat map

4. Architecture

5. Roadmap

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Strategy Lens

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Capability Score Card - CRM

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Value Proposition and Measures: • Enterprise consumer loyalty management

• Service management

• Improved Multi-channel Campaign management

• Social media interaction management

Health:

Technology:

Process:

People:

Data:

Related Capabilities: • Email Marketing

• Websites, WCM, WEM

• eCommerce

• Big Data and Databases

• DMP / CDP

• Personalization

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3

3

3

Scalable?

Mature

N

Y

Consumer Relationship Management (CRM) CRM is about enabling businesses to intelligently engage with and form one-to-one interactions with

consumers through many channels including mobile, social and in-store.

Owner Consumer Affairs

Digital Marketing

Sales

Vendor Landscape: Clorox Vendor Landscape:

- Exact Target

- Oracle

- Salesforce

- Dynamics

Capability Heat Map

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CRM

DMP CMS

DAM

API

ACCESS MNGT

Enterprise

- Scale

- Secure

- Efficiency

- Effectiveness

- Global

- Shared

- Integrations

- Always On

Experimental

Tactical

Enterprise

PERSOANLIZATION

TE

ST

ING

/

OP

TIM

IZA

TIO

N

Tactical

- Fast

- Loosely Coupled

- Flexible

- Plug and play

- Best practices

- Standards

Experimental

- Test & Learn

- No regrets

- Methodology

- Time bound

MRM

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2

3

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3

Governance

- Architecture

- Standards

- Best Practices

- Documentation

- SLA/OLA

- Process Owners

- Service Catalog

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Social

Test

Weather

Test

Mobile

Test

eCom

Test

Marchitecture

… and this is why the Chief Marketing

Technologist is uniquely qualified and

positioned to guide the Marketing

Transformation

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Shawn Goodin

Contact Me

• MarketingTransformation.org

• shawn@marketingtransformation.org

• @MarTransOrg

• #BeTheChange

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