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The Case for a Chief Marketing Technologist
1.
Tuesday, October 19
The Case for a Chief Marketing Technologist by Scott Brinker @chiefmartec
2.
Life used to
be simple.
3.
You have the
marketing department for marketing.
4.
You have the
fire department for firefighting.
5.
You have the police
department for policing.
6.
You have the
IT department for information and technology.
7.
But what if
marketing turned into information & technology?
8.
Are marketing and technology really
that deeply entwined?
9.
10.
11.
Hundreds of
marketing software solutions today... ...thousands more on the way.
12.
!"#$%&'()
!"#$%&'()*$'+) ;%$#/)+%$?/.) =%;))>%'?0#%7) *+%',) ',-).')(/0) -./0,) !"#$%&'()*$'+) -/1+0&'() 12).')3%%3) 7/,%&@/,:) /%4:).')4/,,) 2#"3$"4.%) !/%45$%6,/) !%,501) 781) 657#0+&8%) 899'$.5(".:)*'$) 9''/8"&/') (/0)9,%:/$4) ;'0)6%$$"/$4) .')/(.$:) */:;"#%) ;'0)<'4.=)) <3/'/1537) >"#>)+%$#"()
13.
You are what
you eat.
14.
You are the company
you keep.
15.
You are the software
you use.
16.
Software = Capabilities >
Analytics shape perception > Automation guides processes > Optimization hones tactics > Monitoring leads engagement > Targeting defines segments > CRM structures relationships
17.
But wait, there’s
more...
18.
The proliferation of
marketing technology platforms: you create the experience.
19.
>
Web apps > Facebook apps > iPhone apps > Android apps > Tablet apps > Interactive ads > Semantic web > Your products
20.
=6*.%'$5";.%$56&./69.&0$
1657"))8"$.&/"''.0"&*"$ 4.0./%'$%++"/$5%&%0"5"&/$ 1%57%.0&$5%&%0"5"&/$ ,-+.&"++$.&/"''.0"&*"$ 3%9:")&0$;%+<#6%9;+$ !"#$%"&'( !"#$%&%'()*+$ =>?$%&%'(+.+$@$%-;.)&0$ )$*+",',-.( 123$ G-05"&/";$9"%'./($ >5%.'$5%9:")&0$ E+"9$*655-&.)"+$ B%&;.&0$7%0"+$ =6*.%'$D"%/-9"+$ A&/"9%*)8"$%;+$ B6*%)6&$ 1%,23*#( /0#$%"&'( !"#$+./"$ 2CA4$ )$*+",',-.( )$*+",',-.( B.&:";$;%/%$ 4.0./%'$796;-*/+$ ="%9*<$%;+$ A&/"9&"/$6D$/<.&0+$ 36#.'"$5%9:")&0$ E+"9F0"&"9%/";$*6&/"&/$ ,"<%8.69%'$/%90")&0$
21.
Connecting the dots
between technologies... a prince or a frog?
22.
Okay, marketing and
technology are entwined.
23.
Who choreographs this
marketing technology ballet?
24.
Or is it
more like a mosh pit?
25.
Not the IT
department: doesn’t have marketing skills or incentives.
26.
Not the HiPPO: doesn’t
have the technical ownership.
27.
Not a committee: doesn’t
synthesize a cohesive vision, lacks agility.
28.
Marketing must champion its
own technology.
29.
Marketers who are
technologists.
30.
Portrait of a
Chief Marketing Technologist: > A business/technology hybrid > Strong engineering, IT skill set > Early adopter & pragmatist > Lives & breathes marketing > Reports to CMO, not CIO
31.
Three missions for
a chief marketing technologist.
32.
Mission #1 Help
the CMO translate strategy into technology (and vice versa).
33.
Mission #2 Choreograph
data and technology across the marketing organization.
34.
Mission #3 Fuse
technology into the DNA of marketing— practices, people, and culture.
35.
Not everyone in marketing needs
to be a technologist.
36.
Just like not
everyone in marketing is a “creative.”
37.
But technology must
be one of the pillars of new marketing.
38.
You’re already responsible
for the outcome of marketing technology.
39.
Shouldn’t you be the
one driving?
40.
Marketer Marketing Technology
Who’s packing your parachute?
41.
Thank you. Scott Brinker @chiefmartec
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