From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Marketing Technology Myth: Connecting Systems & Experiences - Given by Jeff Cram, @jeffcram - ISITE Design, Chief Strategy Officer
7. a
“The company has extremely
capable point solutions in
marketing tech which it has
tried to unify around [its
branded Marketing Cloud].
Unfortunately, that brand
is just a brand.”
8 separate product families
12 separate named products
The Marketing Technology Myth
6 analytics products
11 omnichannel products
11. a
Saying Doing
“Our digital experiences
aren’t coordinated across
channels or silos.”
“We’re have a lot of
point solutions that
aren’t integrated.”
“Personalization is
the phase two that
never comes.”
“We want a 360-degree
view of our customer
across all of our digital
channels.”
“We will deliver the
right information to the
right person at the
right time.”
“Our organization is
customer obsessed. We
want to differentiate on
experience.”
12. a
“While 83% of marketers
say creating buyer-centric
content is a priority, only
23% claim to be at
advanced state of this
transition.”
The Saying vs. Doing Gap
13. a
The Age of the Customer
@jeffcram | @ISITE_Design
24. a
We need a different type of
map for making digital
experiences work
25. a
Prof. Dr. Michael Erlhoff
Service design is the activity of planning and
organizing people, infrastructure,
communication and material components of
a service in order to improve its quality and
the interaction between service provider and
customers.
@jeffcram | @ISITE_Design
30. a
• 200+ products
• Five separate business units
• Moving to centralized CMS
• Expanding global footprint
• Inconsistent brand story
• Too product-centric
• Cumbersome user experience
• Lacking content direction
The Organization Challenges
@jeffcram | @ISITE_Design