1. DMM
Saepio
Learning
7 Things
Series
Your CTO Should Know About
Distributed
Marketing
Management
Technology

2. DMM
7 Things
Introduction
Investments in marketing technology are growing rapidly within most organiza-
Your CTO Should Know About
tions. The technologies being selected are designed to solve a rapidly changing
and wide range of marketing needs for everything from advertising placement to
Distributed
marketing operations workflow.
Because most of these solutions are now cloud based, solution selections are
Marketing
being made without the traditional input of IT and without any capital expendi-
ture review process. And, frankly, IT wouldn’t know where to begin if they were
Management
involved. The number of marketing technology solutions available in the market
place is mind numbing. Further, many of these technologies overlap in functional-
ity, yet solve different marketing challenges. And, the marketing space is changing
so rapidly that even the CMO can’t keep up.
The historic, natural reaction of a CTO in such an environment would be to de-
mand a pause to develop a master plan and to explore a single vendor solution.
Technology
Today, that would be the wrong decision. The large solution providers that you
would typically turn to are as lost as you are. The blurring rate of change in consumer ad consumption habits, the blur-
ring rate of technology innovation leave large IT solution providers unable to keep pace. The marketing world is a wild,
wild west and your marketing colleagues need you to help them be nimble.
This paper looks at helping the CTO / CIO team look at 7 foundational elements when selecting DMM technology:
1. How to focus on foundations
2. The importance of a platform solution
3. How DMM drives revenue and reduces costs
4. The need to be agile
5. The importance of architecture
6. Point vs. Aggregated Solution
7. Understanding marketing content creation in a new era
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

3. 1. Focus on the Foundations
The chaotic marketing landscape doesn’t mean your marketing technology strategy has to be rudder-
less and reactionary.
Most of the chaos comes from the myriad of point solutions. These address everything from how to
optimize the messaging of PPC ads to how to run better webinars. All important, yet all stand-alone.
Underneath this chaotic collection of always changing point solutions, however, are six important
customer-centric foundations and one internally focused foundation. As the CTO/CIO of your organi-
zation, this is where your focus and guidance of marketing technology should be.
The Foundational Elements to Guide Marketing
Technology
• Customer data – CRM systems.
• Customer insight – reporting, measurement, analytics and
campaign management Local
Consumer
• Customer on-boarding – lead-to-revenue management, Data
sales enablement and loyalty marketing
• Customer-facing content repositories – digital/marketing CRM
asset management , web content management, dynamic,
multi-channel content creation
• Customer engagement – message delivery channels, real-
time marketing and marketing fulfillment automation Make Your Data Actionable
• Marketing Process Optimization Systems – Marketing re-
source management
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

4. 2. Look for a Platform Solution
Look for platform solutions in the area of market-
ing technology, and let the platforms aggregate,
assimilate and/or feed the ever-evolving, ever-
changing point solutions.
Email
When you achieve a single point foundation of
customer data, have solid resources for glean- Distributed
ing insight from that data, have self-improving Local
Direct Mail Marketing
on-boarding processes, have a single, highly agile Landing Pages
marketing content repository, have automated
Marketing Campaign
marketing fulfillment, and have a strong internal Workflow Digital Marketing Management
workflow and budget process management for Print Ads Asset Fullfillment
your marketing operations, the point solutions Management Automation
employed by your marketing team will naturally
Dynamic
extend the value of the foundations you’ve laid. In CRM/Data Content Mobile
Analytics Budget
the absence of these foundations, the point solu- Measure Assembly
Management
tions will seek to fill the void and, as a result, create and Reports
organizational chaos and inefficiency.
Collaborative Knowledge
Communications Sharing
Social
Digital Signage
Banner Ads
Foundations Connecting Fullfillment
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

5. 3. Drive Revenue and Reduce Costs
Focusing on the 6 foundations oultined will also serve to drive revenue growth and to reduce costs.
The first three foundations – customer data, customer insight and customer on-boarding – are all key
contributors to growth. The last three – customer-facing content repositories, customer engagement
and marketing process optimization – can also contribute to growth but are largely focused on cost
reduction through the elimination of costly redundancies and the automation of labor-intensive pro-
cesses.
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

6. 4. Seek to be Agile
Each of the foundations previously outlined– whether focused on the person, the content or the pro-
cess – uniquely contributes to an agile marketing organization and enables the organization to quickly
respond to the always changing, ever innovating marketing environment.
How Agility is Created With a Single Platform
• A single or connected customer data platform provides the basis for
focused, personal engagement.
• A single or connected customer insight platform provides the knowl-
edge of what, when, where and how to engage the customer.
• A single or connected customer on-boarding and development plat-
form provides a launching point for new and/or expanded customer
revenue.
• A single or connected customer-facing content platform provides
dynamic, automated, and real-time marketing content creation.
• A single or connected customer engagement platform provides
automated, multi-channel message delivery and facilitates customer
initiated conversations.
• A single or connected marketing operations platform facilitates a
coordinated, efficient marketing process.
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

7. 4. Seek to be Agile, Continued
Long Term Success
With these long-term foundations in place, the short-term point solutions used by the marketing team
to capitalize on new innovation opportunities and hot marketplace trends become less relevant to the
long-term IT strategy for the organization. New innovations will always emerge and fade. New tactical
technologies will climb the hype cycle slope with great fanfare and then fall into oblivion or become
absorbed into broader solutions.
By having the key foundations in place, your marketing organization can have great agility in respond-
ing to innovation opportunities and yet keep them in their proper role of building tactical application
based on your strategic foundations.
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

8. 5. The Importance of Architecture
Unfortunately for the CTO, marketing technology has not matured to the point where a single solution
provider can effectively meet the foundations outlined above. For the large enterprise, companies
such as Oracle, IBM, SAP, SAS, Infor, Microsoft and TeraData all desire to be the single solution provider
and have all made substantial acquisi- Business
Corporate Local Marketing Consumer
tions in this endeavor. None, however, Stakeholder
Marketing Marketing supply chain or Sales Teams Needs
Input
have effectively integrated their acqui-
sitions and all have substantial gaps.
They simply aren’t organizationally
agile enough to match the intense pace
of change, particularly in the areas of
customer-facing content repositories Campaign Dynamic Local
Configuration Content Marketing Digital Ads
and customer engagement. Consumer Insights Suite Products
Engine
Social
Saepio Channel Integrations
Because of this current state, the archi-
Saepio Data Integrations
Data Access Asset Personalize
Control Repository Mobile
tecture of the solutions you select for
Brand Assets Localize
your foundation matters immensely. Template Creation Compilation Radio
The following characteristics are essen- Business Processes Purchase
Email
Workflow Business
tial: Marketing Programs Config Rules Fullfillment
Print
• Open Architecture – The ability for Co-op Programs List Management Workflow Share
Video
your foundational marketing tech- DAM Schedule
nologies to integrate foundation-to-
Fullfillment
foundation and from foundation- Config
to-point solution is critical. Most
marketing software platforms have
been developed with an open archi- Saepio Analytics
tecture philosophy but it’s always
best to double check.
Saepio Automation Framework
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

9. 5. The Importance of Architecture, Continued
• Flexible Application – Marketing execution methodology varies dramatically even within an indus-
try. At the core, your platform solutions should be able to flex to meet any number of use cases.
Test several widely varying use cases on the technologies you are considering.
• Configuration not Customization – Avoid custom built solutions. A candidate for your foundation
technology suite business should primarily speak in terms of how they will configure the platform
to meet your unique needs. If custom programming is required, make sure the company’s philoso-
phy is to contribute your custom work into the configurable core. It may sound counter-intuitive
at first that your customization will benefit others, but becoming a “branched” code set is not a
viable long term approach.
• Continual Enhancement – Ask to see the recent product enhancements from a prospective tech-
nology provider as well as the next 18-month product roadmap. If the provider isn’t showing con-
tinual enhancement, your ability to match pace with the rapidly changing marketing landscape is
at risk.
In summary, at the foundational marketing technology level, architecture matters a lot. Because no
single provider has brought all the foundation elements effectively together in a single suite, watch
carefully for open architecture, flexible use, configurability, and a history of continual product en-
hancement as you assemble your solution.
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

10. 6. Point vs. Aggregated Solution
With thousands of marketing technology solutions in the market, it is virtually impossible for IT department personnel to even be
aware of them, let alone engage in reviewing them. However, with many of these solutions, the stakes aren’t always high. In such
cases, IT may simply choose to leave the decision solely in marketing’s hands or rely on one of the foundation technologies to create
the connection.
As an example, multiple providers can help an organization manage its email marketing. While the solutions have different nuanced
features and functions, the service provided is
basically the same.
In the case of email marketing, it’s also likely that the
one of the customer on-boarding foundation tech-
nology providers will offer an email solution that
they either provide themselves or through a point
solution provider. The providers of the customer en-
gagement foundation technology, particularly those
providing marketing fulfillment automation will do
so as well. In fact, these platform solutions typically
aggregate solutions across:
• Email
• Social
• Mobile
• Landing Page
• Digital Display Advertising
• Print advertising
• Digital Signage
• Direct Mail and more
This can greatly reduce the demands on marketing
and IT alike to select and manage point solution
provider relationships.
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

11. 7. Understanding Marketing Content Creation in a New Era
As consumer habits change, support systems must change as well. One area of rapid change is the
manner in which content must be created.
Historically, creating a campaign schedule and creating or staging existing content for the campaign
met the consumer’s expectation. But that is rapidly becoming no longer the case. Today’s consumers
want to be part of the marketing communications loop. They expect communications that are rele-
vant not only to them but to their current situation. Meeting this need requires a whole new approach
to how content is managed.
Digital asset management must be re-examined. Content that
was once stored as assembled documents must now be stored
as the individual “marketing objects” that comprise those docu-
ments and robust, dynamic content assembly engines must be
employed to assemble content on-demand and in the channel
of choice for the consumer and any given point in time. Content
that used to take days or weeks to create now must be assem-
bled in seconds or sub-seconds.
To learn more about content cre-
Stated another way, CRM data, analytics, lead nurturing and ation in a new era, read the white
other foundational technologies all provide insight and instruc- paper, “New Era Requires New
tion that converges at the content. The content creation and Platform Approach to Corporate
customer engaging marketing fulfillment automation processes Marketing.”
must be equal to the task to dynamically create and serve con-
tent when, where and how a consumer seeks it.
http://info.saepio.com/
white-paper-MarketPort-
for-Corporate-Marketing
7 Things Your CTO Should Know About
Distributed Marketing Management Technology

12. About Saepio
Saepio makes it easy for corporate and local marketers to build and run effective and engaging all-channel marketing
campaigns. Saepio’s powerful MarketPort marketing platform starts with easy …
• Easy to Build and Run Cross-Channel Campaigns because everything – email, landing pages, social, mobile,
digital banner ads, signage, print ads, direct mail, and much more – are all managed in a single, integrated digital
marketing platform.
• Easy to Maximize Brand Value at the Local Level because local and corporate marketers share a single platform
but experience the same platform differently based on their roles. Brand control, speed to market, and content
localization is all easily accomplished whether messages are for local, national or global audiences and corporate
marketers can easily assign campaign tasks to local marketers.
• Easy to Engage Customers with personalized, relevant messages because corporate intelligence gleaned from CRM data, customer analyt-
ics, consumer actions and more can determine what content is served when, where and how.
• Easy to Automate Marketing Fulfillment because robust workflow enables every cross channel customer touch point to happen automati-
cally whether launched by corporate marketing, initiated by a local marketer or triggered by a customer’s action.
This robust yet simplified approach to today’s complex marketing challenges is in use at hundreds of leading companies and organizations, includ-
ing many of the world’s most powerful brands. It is transforming the way corporations focus and manage their marketing efforts in a world that
introduces new channels, new competitors, new regulations and new opportunities at every turn.
Visit Saepio.com, email sales@saepio.com or call 877-468-7613 to learn more.
For More Information
Contact Us Share This Document with your Network
Saepio Technologies
600 Broadway Suite 400 Kansas City, MO 64105
Email Follow Us:
info@saepio.com
Call Toll Free
877-468-7613 to learn more
7 Things Your CTO Should Know About
Distributed Marketing Management Technology