the big bang of modern marketing...modern marketing scott brinker @chiefmartec co-founder & cto...
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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
[email protected]: @chiefmartec
Reach me at:
MarTech Conferencehttp://martechconf.com