Using MarTech to Transform Marketing and the Enterprise @realMarkPickett
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Using MarTechto Transform
Marketing and the Enterprise
@realMarkPickett
Verizon wants to build an advertising juggernaut… but needs your data first
@realMarkPickett
Ticketmaster Asks: Are You a Big Enough Fan?
@realMarkPickett
Approach to MarTech roadmap
@realMarkPickett
Late 2016, former CMO establishes a taskforce to determine how to engage with MarTech as a domain and build a roadmap
Create Capability Blueprint
IdentifyBiggestOpportunities
UnderstandCurrent MarTechLandscape
Highlight MarTechGaps✔ ✔ ✔ ✔ Create
Roadmap
Outline key functional areas of marketing operations
Rate capabilities within each marketing function
Understand our current implementation of MarTech that supports our Capability Blueprint
Rank capabilities with input from VPs and extended teams based on business impact and level of effort required to enhance
Identify and prioritize the gaps between vision and current state of MarTech
MarTech capability blueprint for Staples
@realMarkPickett
Utilizing previous internal efforts at developing a customer-centric approach and leveraging Intuit’s approach to building a capability blueprint
Customer Knowledge
Customer-centric Planning
Marketing Planning
Marketing Implementation
Marketing Measurement & Effectiveness
Lead Management
Customer Insightse.g. journeys
Customer Strategye.g. goal of personas, lifecycle
Media PlanningBranding, cross-vehicle planning
Tag Management
Customer Reporting
Lead Reportingand Insights
CustomerSegmentation
Communications Planning
VehiclePlanningcalendaring
Agency Management
Marketing Effectiveness
Lead Nurturing
Customer Data Analyticse.g. predictive modeling
Vehicle InvestmentAligned to customer strategy
ContentStrategy
Campaign and Creative ExecutionIncludes audience management
Vehicle Reporting
Lead Capturing
Digital Ad Operations
Campaign Reporting
Lead Management
Campaign TestingAlignment and governance
Competitive Intelligence
Core Enablers
Data ManagementConnect data across sources
Tool and Vendor ManagementMarTech assessment and governance
Marketing Resource ManagementFinancial controls, resourcing, budgeting
MarTech maturity assessment
@realMarkPickett
Our strategic focus is customer centricity, but our overall capability lies in campaign execution and reporting
Customer Knowledge
Customer-centric Planning
Marketing Planning
Marketing Implementation
Marketing Measurement & Effectiveness
Lead Management
Customer Insights
Customer Strategy
Media Planning
Tag Management
Customer Reporting
Lead Reportingand Insights
CustomerSegmentation
Communications Planning
VehiclePlanning
Agency Management
Marketing Effectiveness
Lead Nurturing
Customer Data Analytics
Vehicle Investment
ContentStrategy
Campaign and Creative Execution
Vehicle Reporting
Lead Capturing
Digital Ad Operations
Campaign Reporting
Lead Management
Campaign Testing
Competitive Intelligence
Core Enablers
Data ManagementConnect data across sources
Tool and Vendor ManagementMarTech assessment and governance
Marketing Resource ManagementFinancial controls, resourcing, budgeting
High maturity
Medium maturity
Low maturity
MarTech charterTechnology is not a part of modern Marketing. Modern marketing is synonymous with technology. Our goal is to assess, audit, and evolve our core Marketing capabilities with an eye toward underlying technologies and processes that will enable a data-driven and customer-centric marketing organization
@realMarkPickett
MarTech roadmap evolution
@realMarkPickett
InceptionDec’16
Meeting with the VPs & CMOFirst look at the MarTechcapability blueprint• Internal research• Learnings from CBE,
Rosetta Stone and Intuit• MKT Leadership
discussions, gap analysis
First FTE & CharterJan’17
Staffed 1st MarTech pro to the team
MarTech publishes its charter
MarTech goes on internal MKT roadshows (VP staff meetings)
PrioritiessetMarch/ April’17
Meeting with the VPs & CMOAgreement made on MarTechpriorities as stated below• Modern Marketing
Organization Framework• Demand Generation• Tool and Vendor Management• Content Marketing• Campaign Testing
ECM Content Marketing
MarTechSourcing ManagerMay’17
Verbal agreement between CMO and Sourcing on hiring a dedicated sourcing manager for MarTech• Evaluate new MarTech
vendors• Negotiate new contracts and
find opportunities to renegotiate current contracts
Campaign Bank
Modern Mkt Org framework delivered
DAMCustomer Segmentation Manager
Optimization Engine
✔
Build out (FY17-18) MarTech key capability roadmap
Campaign Mgmt
Phase 1 Delivered- Transactional data- Membership data- Product Table- Coupon Code- Sales Hierarchy- Product Hierarchy
Alignment
- RFP in progress Defining process flows
- RFP in progress
- ”Build vs. Buy ” determined- POC ready- Complete product slated for
Q4 delivery
- 2 parallel tracks in progress- Internal development to meet
short term needs- RFP in progress
- Requirements Gathering in process
Q3 Goals
Forrester Marketing to create a Marketing Technology Office (MTO)*
@realMarkPickett*published6/27/17
Forrester Marketing to create a Marketing Technology Office (MTO)*
@realMarkPickett*published6/27/17
The MTO must collaborate with Technology resources to drive the digital business transformation required to win, serve, and retain customers. acting as the CMO’s evangelist for the technology agenda.Role of MTOIdentifies and sets marketing technology strategy. Marketers create a technology strategy that brings together business goals, technical capabilities, agency partnerships, and customer expectations. Aetna’s approach to the MTO is to provide the business with the skills and perspective to “understand the technologies in the marketplace but also to understand how they can solve business problems for customers.”
Coordinates marketing operations. The MTO goes beyond pure technology management to play a critical role in driving the processes that connect technology to insights and execution.
Designs and develops marketing applications. Transforming the marketing technologist’s role beyond campaign development, the MTO enables firms to create deeper and more encompassing marketing applications.
Engineers customer data capture and integration. Businesses implement measurement and data capture processes from relevant sources, including channels — such as advertising exchanges, social networks, or other third parties; campaign promotion and response history; operational systems; and fulfillment or provisioning systems.
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