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Rise of the Chief Marketing Technologist
Rise of the Chief Marketing Technologist
by Scott Brinkerby Scott Brinker@chiefmartec@chiefmartec
You—creative technologists—have changed the agency world.
Founded 1917
CreativeAgency:
CustomersBrand:
“That’s not a bug, it’s a feature.”
But it’s sure starting to look like a bug…
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Distance between creative
and customer experience.
Creative
and customer experience are now blurred.
Creative
and customer experience are now blurred.
Welcome to the CMO’s world.Welcome to the CMO’s world.
From Stretched to Strengthened, IBM Global CMO Study 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.”
New technology is constantly emerging.
Brands continuously seek differentiation.
Software is now easy to create and scale.
The Golden Age of Marketing Software.The Golden Age of Marketing Software.
Software has become how marketing sees
and touches
the world.
Analytics
shapes perceptions.
Automation
guides processes.
Optimization
hones tactics.
Listening
directs engagement.
Targeting
defines segments.
CRM
structures relationships.
A whole lot of “do.”
So who does the “do?”
ITIT
MarketingMarketing
Marketing’s perceptions of IT:
IT is the department of “no.”
IT doesn’t speak marketing’s language.
IT doesn’t understand the need for speed.
IT isn’t concerned with the customer.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
IT’s
perceptions of marketing:
Marketing is spin.
Marketers don’t care about integration.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
The Marketing
Technology Cycle
IT MktgTraditional
IT MktgIT
Co‐located
IT MktgMT
Embedded
IndependentIT Mktg
MT
Joint Venture IT MktgMT
CommitteeIT Mktg
iiiii
IT MktgHostile
LiaisonIT Mktgi
Outsourced (Mktg)IT Mktg
Outside
MT
Outsourced (IT)IT Mktg
Outside
MT
Outsourced TriangleIT Mktg
Outside
MT
Direct Report
IT
Mktg
IT MktgMT
Practice
Center
MergedIT Mktg
IT Marketing Marketing Technology
King Solomon’s Marketing-Technology SplitKing Solomon’s Marketing-Technology Split
(Not a good idea.)(Not a good idea.)
This is interesting and all, but why should you care?
Data from Gartner 2012, graphic by IBM.
Creative Agencies
Tech Consultants
Software Vendors
CMO
CIO
The Marketing
Technology Frenemy
Triangle
“He who controls the spice, controls the universe.”
“He who controls the spice, controls the universe.”
“He who controls the software,
controls the marketing.”
“He who controls the software,
controls the marketing.”
Creative technologists & marketing technologists BFF.
CreativeAgency:
CustomersBrand:
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