Navigating the Marketing Technology Rapids

Navigating the Class V Marketing Technology

Rapids

Scott Brinker@chiefmartec

YouRapidly changing

technology

Things you want to avoid

My goal

Co-founder & CTOSoftware and services for marketing apps.

Author & EditorBlog on the entwining of marketing & technology.

TechnologyMarketing

Strategy

The Most Interesting Intersection in the World

Everything digital is controlled by software.

Software is marketing’s interface to

reality.

Analytics/attribution software affects our perceptions.

Marketing automation software affects our processes.

Social media listening software affects our engagement.

Customer experience software affects our touchpoints.

CRM software, by definition, affects our relationships.

Marketer Marketing Software

Web Services

Client Software Customer

Software is the middlemanin digital marketing.

Disclaimer:I am merely anarmchair analyst.

~100 companies

~350 companies

~950 companies

Marketing Experiences Marketing Operations

Marketing Middleware

Marketing Backbone Platforms

Infrastructure Internet

Internet

Infrastructure

Infrastructure

Infrastructure

Marketing Backbone Platforms

Marketing Backbone Platforms

Marketing Backbone Platforms

Marketing Backbone Platforms

Marketing Middleware

Marketing Middleware

Marketing Middleware

Marketing Operations

Marketing Operations

Marketing Operations

Marketing Operations

Marketing Operations

Marketing Operations

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences

Marketing Experiences Marketing Operations

Marketing Middleware

Marketing Backbone Platforms

Infrastructure Internet

Aug 2011 Sep 2012 Jan 2014

Marketing has more software available to it today than any other business

function in the history of computing.

Are 1,000+ marketing technologyvendors sustainable?

CheapIaaS & PaaS Scalability

SaaS Business Models

Open Source &

APIs

Global Talent &

Knowledge

Inbound Marketing

The Perfect Storm

CheapIaaS & PaaS Scalability

SaaS Business Models

Open Source &

APIs

Global Talent &

Knowledge

Inbound Marketing

Digital marketing is the first major business marketborn in the era of the cloud.

Innovation Consolidation

Inflow >= Outflow

There will be consolidation, but itprobably won’t be evenly distributed.

Marketing Experiences Marketing Operations

Marketing Middleware

Marketing Backbone Platforms

Infrastructure Internet

BACK

BON

E PL

ATFO

RMS

MID

DLE

-W

ARE

CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce

User Mgmt Cloud Connectors

APIsTag ManagementData Management Platforms/Customer Data Platforms

Customer Data Campaign Data Content Data Catalog Data

Correlation Data

Core customer data offers thegreatest incentives & practicality

for consolidation.

(Process, insights, and experiences, less so.)

Core Customer Data

Ironically, this kind of platform consolidation can accelerate innovation at the

next layer up.

More Customers

More Developers

More Capabilities

A Judo move on the challenge of

accelerating change.

One Suite to Rule Them All?

2,160 apps

29,871 Plugins

Choice is a good thing.

Competition drives prices down, drives innovation up.

Choice gives you ways to differentiate.

• Integration risk• Vendor risk• Management risk

Platforms will help mitigate these.

Damn it, Jim — I’m a marketer, not a systems administrator!

Damn it, Jim — I’m a marketer, not a systems administrator!

10 Rules of Thumb for Developing Your Marketing Technology Strategy

Collaborate: interdependency of stakeholdersGovern: decide rules for who will do whatPrioritize: what’s important to your businessSatisfice: resist a Quixotic quest for perfectionIterate: continuous improvement, not Big BangCategorize: infrastructure vs. innovationStandardize to core data: “core” is keyOpen: favor open architectures & ecosystemsLoosely couple: minimize tight dependenciesSpecialize: empower teams to pick their tools

Aspirations vs. Capabilities

Capabilities

Marketing Technology Strategy &

Management

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

Cowboy

Laggard Prisoner

Superstar

Technology Expertise

Tech

nolo

gy A

utho

rity

IT Marketing

A fascinating intersection of “hybrid” talent.

Marketing Expertise

Tech

nolo

gy E

xper

tise

Old School Marketers

Old

Sch

ool

IT &

Eng

inee

rs

Marketing Expertise

Tech

nolo

gy E

xper

tise

Old School Marketers

New School:Marketing TechnologistsCreative Technologists

Growth HackersChief Digital Officers

Data ScientistsOld

Sch

ool

IT &

Eng

inee

rs

Marketing Expertise

Tech

nolo

gy E

xper

tise

MarketingTechnologist

(IT Origin)

Marketing Technologist

(Marketing Origin)Axis o

f the “G

rowth Hacker”

Minimally Viable Technologist

Min

imal

ly V

iabl

e M

arke

ter

CIO CMO

CIO CMO

CIO CMO

Chief Marketing

Technologist

CIO CMO

Chief Marketing

Technologist

CIO CMO

Chief Marketing

Technologist

CIO CMO

Chief Marketing

Technologist

Marketing Technology Staff & Vendors

CIO CMO

Chief Marketing

Technologist

Mktg

Mktg

Mktg

Marketing Technology Staff & Vendors

81% of large organizations now have the equivalent of a chief marketing technologist role.

How did we do?

“…the key meta-trendsthat will define how all

marketing is done in a world of technology enablement...”

– Terence Kawaja, CEOLUMA Partners

“Scott Brinker 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 at chiefmartec.com

Co-founder & CTOion interactive, inc.http://ioninteractive.com

sbrinker@ioninteractive.comTwitter: @chiefmartec

Author & EditorChief Marketing Technologisthttp://chiefmartec.com

Thank you!