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Marketing is becoming a technology-powered discipline, from the front-facing technologies we use to engage with prospects and customers in a digital world to the back-office technologies we use for a new generation of marketing operations. These technologies have tremendous potential to increase marketing's capabilities and value to the organization – but they require us to embrace technology strategy and management as a more integral part of the marketing function. This session will give you an overview of these new dynamics and help you forge a plan for moving forward in this brave, new world. This presentation was delivered to the attendees of Godfrey's FWD:B2B conference on November 7th, 2013
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“The Epic Collision of Marketing & Technology”
Scott BrinkerNovember 7, 2013
The Epic Collision ofMarketing & Technology
by Scott Brinker@chiefmartec
Technology
Madison Avenue
How big is this technology asteroid?
A) BigB) Very BigC) OMG
Big
VERYBIG
OMG
“You go marketing with the technology you have
— not the technologyyou might want or wish
to have.”
technology changes exponentially
organizations change logarithmically
technology management is deciding which
changes are adopted
?
?
70%
…of marketers feel that the marketing function will fundamentally change over the next 5 years.
Accenture Interactive: Turbulence for the CMO report 2013
What is driving this fundamental change?
1 2 3
1
In the beginning…
(1960)
Product Price
Place Promotion
Marketing Mix
4P’sTheory
Product Price
Place
$$$Promotion
Marketing Mix
4P’sPractice
But the Internet delivered a one-two punch tothe reigning promotion champ…
InstantExperience
1
The distance between promotion and product experience has collapsed to a click.
An explosion of customer experience
touchpoints.
The Extended Product
InstantExperience
OpenCommunication
12
But the Internet delivered a one-two punch tothe reigning promotion champ…
ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
“Yeah, but we’re in B2B…”
“Big, large, glass buildings do not
buy software. People do.”
– Jonathan BecherCMO, SAP
The “new” champ of the marketing mix…
ExtendedProduct Price
Place Promotion
Marketing Mix
4P’sRevised
http://chiefmartec.com/2013/09/front-row-merging-marketing-technology/
Develop marketing staff who think like “product owners” more than marketing managers. A “product” might be anything that customers interact with — for instance, a website.
Interview with Ray ValezCTO of RazorfishAuthor of Converge
—
Customer experience is your brand.
But what are experiences made from?
2
Fact #1:The world is now digital.
Domo Infographic: Data Never Sleeps
Fact #1:The world is now digital.
Fact #2:Everything digital is powered by software.
“Software is eating the
world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
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 N
ew V
entu
res
Today
Mega Suites
Backbone Platforms with
3rd-Party “Apps”
Today
Backbone Platforms with
3rd-Party “Apps”
Marketing is not ERP.
We don’t control the environment.
We don’t control the customer.
We want to be differentiated.
Platform strategies are starting to emerge in
marketing automation.
http://chiefmartec.com/2013/10/emerging-third-party-era-marketing-automation/
A Golden Age of Marketing Software
Software is how marketing “sees” and “touches” customers
in a digital world.
Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.
“He who controls the spice, controls
the universe.”
“He (or she) who controls the software, controls the marketing.”
The King Solomon Marketing/Technology Split
We want marketers who are also techy-savvy (and vice versa).
Marketing technologists.Growth hackers.
Digital strategists.Marketing operations.
Data scientists.Marketing nerds.
Data from Gartner 2012, graphic by IBM.
Technology Expertise
Tech
nolo
gy A
utho
rity Cowboy
Laggard Prisoner
Superstar
Not everyone in marketingneeds to be a technologist.
Just as not everyone in marketinghad to be a “creative.”
Design
Technology
Storytelling
Finance
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.
3
Plan
Review
Produce
Deploy
This is known as waterfall project management.
Traditional marketing management followed a relatively well-structured, staged yearly plan.
It’s a predictive approach to management.
Going back up the waterfall is not
pleasant.
That is a dead marketing plan.
Agile marketing is an approach for adaptive marketing management.
Derived from agile software development methodologies such as Scrum and Kanban.
Team Process PhilosophyArtifacts
The elements of agile marketing:
Update Backlog
1 1 2 2 3 3 4 4
5 5 6 6 7 7 8 8
9 9 1010 1111
Write down tasks or “stories along the buyer’s journey.”
Prioritize them.
This is your backlog.
Sprint Planning
1 1 2 2 3 3 4 4
5 5 6 6 7 7 8 8
9 9 1010 1111
1 1
2 2
3 3
4 4
5 5
This is your task board.
To Do In Progress Done
The team takes a set of tasks—in order—that they will commit to completing in this sprint.
Sprint
To Do In Progress Done
Kanban limits work in progress.
During the sprint, team members take on tasks in order of priority.
Work “in progress” is easy to see.
1 day
Daily Stand-up
Every day, the team meets for a 15-minute stand-up.
1. What did I do yesterday?
2. What am I going to do today?
3. Are there any impediments holding me back?
Each person on the team answers three questions:
Sprint
Sprint Review
To Do In Progress Done
At the end of the sprint, the team conducts a review of the work completed.
This is a good time todemo and report on progress to management.
Often inspires new tasks to be added to the backlog.
Sprint Retrospective
The team also does a retrospective meeting — not about the work, but about the process and their interactions:
What went well?
What could have been better?
What should we try next time?
The agile cycle continues…
vs.
Agile marketing isn’t about workingfaster.
One Long Cycle
Multiple Short Cycles
It’s working in a more incremental and iterative fashion — to have more flexibility to adapt to feedback and changes.
1 2 3
So back to that epic collision…
Don’t think of it as the end of the dinosaurs (it is).
Think of it as the rise of the modern marketer.
BloggerChief Marketing Technologisthttp://chiefmartec.com
Co-founder & CTOion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
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