Everything Is Marketing, Everyone Must Be Agile

Everything Is Marketing,Everyone Must Be Agile

by Scott BrinkerPresident & CTO, ion interactive

http://www.chiefmartec.comTwitter: @chiefmartec

By 2017, the CMO will spendmore on IT than the CIO.

– Gartner

“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms

— I’m up to my eyeballs in technology.”

What does this have to do with agile?

This leads to twotransformational mandates:

1. Everything is marketing.

2. Everyone must be agile.

These two mandates are intertwined.

But Big-A Agile methodologieshelp us achieve such agility.

By “agile,” I do mean little-a agile.

We may need to adjust these methodologies for different contexts.

*

But first, why is everything marketing?

(I do mean little-m marketing.)

“Business has only two basic functions: marketing and innovation.”

– Peter Drucker

Plan

Create

Distribute

Measure

Time

The traditional multi-month marketing cycle:

(Does this look familiar?)

“Big, large, glass buildings do not

buy software. People do.”

– Jonathan BecherCMO, SAP

Our customers are now agile.

Plan

Create

Distribute

Measure

Time

That’s a problem, because this isn’t agile:

Observations of this new kind of marketing:

• Individuals and interactions• Responding to change• Customer collaboration• Working “experiences”

(Does this sound familiar?)

This new kind of marketing is about morethan advertising, PR, communications, etc.

It’s about end-to-end customer experience.

Two Years Ago Today Two Years From Now

1

2

3

4

5

6

7

3.2

4.8

5.9

Strategic

Tactical

Source: Gartner Marketing Change survey with high-tech and telecom provider marketing executives conducted September 2011, N = 309

This new kind of marketing is more strategic.

This is why everything is now marketing.

“Marketing is too important to be left

to the marketing department.”

– Seth Godin

( – David Packard )

Employees are consumers too, and they’re seeking the same dynamics at work.

This is why consumerization of IT is thriving.

Observations of this new kind of organization:

• More participation• More responsiveness• More independence• More transparency

(The spirit of agile methodologies.)

In this environment, technology is morethan infrastructure—it is capabilities.

Marketing Spend

Migration from old to new

Cloud Computing

Migration from IT to SaaS

Trackable Medium

Measurable ROI

Disruptive Innovation

Opportunity for new players

Software Economics

Low cost, high margin

Large market

Relatively easy to sell

Low barriers to entry

A perfect storm for marketing technology.

New

Ven

ture

s

CORE WEBSITE

WEB TESTING & OPTIMIZATION

SOCIAL MEDIA ANALYTICS

MARKETING AUTOMATION

EMAIL MARKETING

CRM

SALES AUTOMATION

CUSTOM DATABASES

BUSINESS INTELLIGENCE

E-COMMERCE LOYALTY MANAGEMENT

CUSTOM WEB APPS

WIDGETS/PLUG-INS

MOBILE APPS

SEO TOOLS

Marketing Technology Landscape

SOCIAL MEDIA MARKETING MANAGEMENT

VIRTUAL EVENTS

AGILE/PROJECT MANAGEMENT

CUSTOMER ANALYTICS

VIDEO AD MANAGEMENT

SEARCH AD MANAGEMENT

SOCIAL MEDIA AD MANAGEMENT

DISPLAY AD MANAGEMENT

VIDEO CONTENT

MOBILE MARKETING

MARKETING RESOURCE MANAGEMENT

CREATIVE TOOLS

by Scott Brinker @chiefmartec http://www.chiefmartec.com

COMMUNITIESLANDING PAGES & MICROSITES

BLOGS

APIs

GAMING/FACEBOOK APPS

MULTI-CHANNEL MARKETNG MANAGEMENT

CALL TRACKING

PERSONALIZATION

INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT

August 2011

WEB ANALYTICS

EVENT MANAGEMENT

TARGETING

DIGITAL ASSET MANAGEMENT

CREATIVE OPTIMIZATION

External Promotion Customer Experience Marketing Management

The Golden Age of Marketing Software.

Software is our interface to the digital world:

• Analytics shapes perceptions• Automation guides processes• Optimization hones tactics• Listening leads engagements• Targeting defines segments• CRM structures relationships

Software is definingthe new customer experience.

“Programming” projects are whereagile processes thrive.

Digital agility from the bottom-up.

Disruptive innovation beyond marketing.

This is why everyone must be agile.

To adapt agile in other contexts, we need to

make a few adjustments.

An“agile marketing” manifesto?

Individuals and actionsover processes and tools.

Responding to changeover following a plan.

Remarkable customer experiencesover rigid customer management.

Testing and dataover opinions and conventions.

Beware the HiPPO!

Numerous small experimentsover a few large bets.

“The best way to have a good ideais to have a lot of ideas.”

– Dr. Linus Pauling

From principles to methodologies…

“The first thing you should do is think about culture—because culture eats strategy for

lunch (and breakfast, and dinner).”– Jonathan Becher

CMO, SAP

Agile needs champions.

Scott BrinkerPresident & CTOion interactive, inc.http://www.ioninteractive.com

Chief Marketing Technologist blog:http://www.chiefmartec.com

Twitter: @chiefmartec

“Innovation is anything,but business as usual.”