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‘Enterprise Ready MarTech’ New Software Category Creation
Marketing & AdTech Point Solution Evolution
Scott Brazina, President, SB/G Global Marketing WPI BS Engineering, MIT Sloan School MS Management
Copyright © 2016 Scott Brazina
Scott Brazina, President, SB/G Global Marketing Areas of Expertise
Mktg/AdTech Enterprise SaaS
Cloud/IaaS
BS Engineering & MS Management from WPI & MIT Sloan School Of Management [email protected] 978.479.1331 @ScottBrazina Entrepreneurial CMO & Sales executive with deep expertise in growing enterprise SaaS revenue & enterprise value thru traditional targeted B2B marketing & selling approaches and emerging digital & programmatic marketing technologies. Personally led transformation of marketing across a size range of enterprise software companies, including a public global enterprise software leader resulting in $420M ARR & $1.6B Market Cap growth from ‘05 to ‘09. Passionate and successful in partnering with CMO’s & C-Suite of technology companies on driving growth thru targeted marketing & selling at scale driven by TDMi & programmatic marketing, advertising & selling. Expert on marketing, selling & successful adoption of enterprise SaaS solutions.
Recent success: • Developed patent pending Telecom/ISP-based ‘Internet Content Guaranteed Delivery’ solution (Ad Delivery, IoT) • CMO for Inc 500 2013 #1 fastest growing marketing tech software co & #5 overall with ‘13 revenue of $110M - DataXu • US CMO & US market launch of IaaS 2.0 (software-defined) cloud computing provider - CRN 2014 Top Cloud Vendor -
ProfitBricks • As SVP Global Enterprise Marketing, transformed marketing producing $1.6B Market Cap, $420M ARR growth &
category creation ’05-’09 - Public global PLM Enterprise Software Leader - PTC • Developed TDMi targeted B2B enterprise software marketing & selling at scale approach
Greatest success: • Ex-Pro MX Team Honda Rider, Represented US in ‘80 125cc MX USGP World Championship • Oldest child ‘15 Stanford grad, Pre-Med, 4 yr NCAA Stanford Women’s Dive team competitor • Middle child ‘18 Trinity College, National-level & Trinity Men’s Soccer team starting midfielder
Leadership experience (Marketing, Sales, BOD Member) across corporate stages: • Initial start-up (5) • Early growth $10M-$110M (2) • Public co. growth $200M-$1B+ (2)
Enterprise Ready MarTech - New Software Category Creation
Abstract: This document provides a brief overview of the emergence of a new enterprise software category likely to be called ‘Enterprise MarTech’. The author’s experience, primarily as an enterprise software marketing & sales executive including category creation, across the industries driving & being transformed by this new software category, provides a unique perspective for early understanding of this category creation. With $570B annual global advertising expenditures, plus broader enterprise marketing budgets at stake, this category provides opportunity dwarfing the ERP, CRM, PLM, etc. categories preceding it. It’s difficult to identify a larger enterprise value growth opportunity awaiting the leaders providing enterprise solutions that optimize & manage this global annual spend, currently perhaps only ‘Enterprise IoT’. Contents: - Global market opportunity size - Demonstrates Enterprise MarTech category is emerging from several industries in transition - Identifies 5 major industry groups & players vying for category leadership - Describes transition drivers, demands & guiding forces - Demonstrates Enterprise MarTech category emergence is a clear example of software history repeating itself: ERP, PLM, MarTech, etc. - Identifies developing major driver causing category emergence
Copyright © 2016 Scott Brazina & SB/G Global Marketing
Online Ad Supply Chain - In Transition Billion $ strategic bets being made - Billions will be won/lost
IBM
Oracle SFDC
Adobe
Publicis
Omnicom
Demand-Side Supply-Side Demand-Side Supply-Side
SSP
DSP
VAS
VAN
OVP ATD
EXC
Agency Holding Cos
MEDIA
Copyright © 2016 Scott Brazina
5 main industry groups vie for leadership of technology stack that optimizes/manages this global annual spend:
$570B - Global Paid Media Advertising Spend in 2015
Comcast
Verizon/AOL
Telecoms/ ISPs
CBS,NBC,ABC
HBO,ESPN
Google leads integration race thru aggressive organic and M&A investment
‘Internet’ Cos, Enterprise Software, Agency Holding Cos, Telecoms/ISPs, Media
Destination - New Software Category ‘Enterprise Ready MarTech’ - Integrated Marketing/Advertising Enterprise Solution
Oracle
IBM
SFDC
Adobe
Publicis
Omnicom
Comcast
Transition Is Customer Driven
Customer: CMO, VP Marketing
Demands/Expects: - Ease of use - Integrated enterprise solution across range of marketing
functionality – “One throat to choke” - Buyer’s Journey multi-touch omni-channel marketing - ROI
Guiding Forces: - Marketing, advertising & analytics converging – driven by
digital & executed in the cloud - Marketing/Advertising moving from Art to Science –
“Mad Men Become Math Men” - CMO funds a portfolio of marketing campaign types - Advertising is one piece of the mix & CMO controls it all
Copyright © 2016 Scott Brazina
Verizon/AOL
Media
Moore’s Law of Software “Software is eating the world”
Marc Andreessen-a16z
Category State 70’-80’ 80’-90’ 90’-00’ 00’-20’
Fragmented AR,AP, SCM,MRP
Integrated ERP
Fragmented MCAD,ECAD, SCAD,CAE,
MRO
Integrated PLM
Fragmented
Email,Web,OTT SEO,SEA
Social,Mobile Video,Display
Integrated Integrated MarTech
Name: tbd
History Repeating Itself Software category creation
Marketing & AdTech Integrated ‘Enterprise Ready MarTech’
Copyright © 2016 Scott Brazina
Period
Only in 2nd of 9 Inning ‘Enterprise Ready MarTech’ Game Big shift coming: ‘TV Scale’ Online (OTT) Video & Advertising
Internet advertising grows at expense of • Newspaper ad revenue • Radio ad revenue
TV continues to grow, but will converge/flip to online digital (OTT)
The coming of ‘TV Scale’ Online Video & Ads (OTT) represents an unprecedented opportunity for revenue & profit share shifts across the entire online ad industry supply chain of:
• ‘Internet’ Cos • Enterprise Software Cos • Advertising Agency Holding Cos • Telecoms/ISPs • Media Cos
Copyright © 2016 Scott Brazina
