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The Case for aChief Marketing
Technologistby Scott Brinker@chiefmartec
Tuesday, October 19
Life used to be simple.
You have themarketing
departmentfor marketing.
You have thefire department
for firefighting.
You have thepolice department
for policing.
You have theIT department
for informationand technology.
But what if marketing turned into
information & technology?
Are marketingand technology really that deeply
entwined?
Hundreds of marketing software
solutions today...
...thousands moreon the way.
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You are what you eat.
You are the companyyou keep.
You are the software you use.
> Analytics shape perception
> Automation guides processes
> Optimization hones tactics
> Monitoring leads engagement
> Targeting defines segments
> CRM structures relationships
Software = Capabilities
But wait, there’s more...
The proliferation of marketing technology platforms: you create the experience.
> Web apps
> Facebook apps
> iPhone apps
> Android apps
> Tablet apps
> Interactive ads
> Semantic web
> Your products
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Connecting the dots betweentechnologies...
a princeor a frog?
Okay, marketing and technology are entwined.
Who choreographs this marketing technology ballet?
Or is it more like a mosh pit?
Not the IT department: doesn’t have
marketing skillsor incentives.
Not the HiPPO: doesn’t have the
technical ownership.
Not a committee: doesn’t synthesize a cohesive vision,
lacks agility.
Marketing must champion its own
technology.
Marketers who are technologists.
> A business/technology hybrid> Strong engineering, IT skill set> Early adopter & pragmatist> Lives & breathes marketing> Reports to CMO, not CIO
Portrait of aChief Marketing
Technologist:
Three missions for a chief marketing technologist.
Mission #1
Help the CMO translate
strategy into technology
(and vice versa).
Mission #2
Choreographdata and
technologyacross the marketing
organization.
Mission #3
Fuse technology into the DNA of
marketing—practices, people,
and culture.
Not everyonein marketingneeds to be a technologist.
Just like not everyone in
marketing is a “creative.”
But technology must be one
of the pillars of new marketing.
You’re already responsible for
the outcome of marketing
technology.
Shouldn’t you be the one driving?
MarketerMarketing Technology
Who’s packing your parachute?
Thank you.
Scott Brinker@chiefmartec