Valtech - Everything is Marketing, Everyone must be Agile
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Everything is Marketing, Everyone must be Agile - Keynote de clôture Scott Brinker, fondateur et directeur technique de Ion interactive Agile Day 2012 Valtech
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Valtech - Everything is Marketing, Everyone must be Agile
- 1. Everything Is Marke1ng, Everyone Must Be Agile by Sco' Brinker President & CTO, ion interac8ve h'p://www.chiefmartec.com Twi'er: @chiefmartec
- 2. By 2017, the CMO will spend more on IT than the CIO. – Gartner
- 3. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms — I’m up to my eyeballs in technology.”
- 4. What does this have to do with agile?
- 6. This leads to two transforma8onal mandates: 1. Everything is marke1ng. 2. Everyone must be agile.
- 7. These two mandates are intertwined.
- 8. By “agile,” I do mean liAle-‐a agile. But Big-‐A Agile methodologies help us achieve such agility.
- 9. * We may need to adjust these methodologies for different contexts.
- 10. But first, why is everything marke8ng? (I do mean liAle-‐m marke1ng.)
- 11. “Business has only two basic func8ons: marke8ng and innova8on.” – Peter Drucker
- 13. The tradi8onal mul8-‐month marke8ng cycle: Plan Create Distribute Measure Time (Does this look familiar?)
- 18. “Big, large, glass buildings do not buy soYware. People do.” – Jonathan Becher CMO, SAP
- 19. Our customers are now agile.
- 20. That’s a problem, because this isn’t agile: Plan Create Distribute Measure Time
- 23. Observa8ons of this new kind of marke8ng: • Individuals and interac8ons • Responding to change • Customer collabora8on • Working “experiences” (Does this sound familiar?)
- 25. This new kind of marke8ng is about more than adver8sing, PR, communica8ons, etc. It’s about end-‐to-‐end customer experience.
- 26. This new kind of marke8ng is more strategic. Strategic 7 5,9 6 5 4,8 4 3,2 3 2 Tac8cal 1 Two Years Ago Today Two Years From Now Source: Gartner Marke8ng Change survey with high-‐tech and telecom provider marke8ng execu8ves conducted September 2011, N = 309
- 27. This is why everything is now marke8ng.
- 28. “Marke8ng is too important to be leY to the marke8ng department.” – Seth Godin ( – David Packard )
- 29. Employees are consumers too, and they’re seeking the same dynamics at work.
- 30. This is why consumeriza8on of IT is thriving.
- 33. Observa8ons of this new kind of organiza8on: • More par8cipa8on • More responsiveness • More independence • More transparency (The spirit of agile methodologies.)
- 34. In this environment, technology is more than infrastructure—it is capabili8es.
- 35. A perfect storm for marke8ng technology. Marke1ng Migra8on from Large market New Ventures Spend old to new Cloud Migra8on from Compu1ng IT to SaaS Rela8vely easy to sell Trackable Measurable Medium ROI Disrup1ve Opportunity for Innova1on new players Low barriers to entry SoMware Low cost, Economics high margin
- 36. Marke8ng Technology Landscape August 2011 MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT TARGETING DISPLAY AD E-‐COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING CREATIVE OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CUSTOM WEB APPS CORE WEBSITE MARKETING AUTOMATION CRM SEARCH AD MANAGEMENT WIDGETS/PLUG-‐INS SALES AUTOMATION SOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASES SOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT MULTI-‐CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT External Promo8on Customer Experience Marke8ng Management by Sco' Brinker @chiefmartec h'p://www.chiefmartec.com
- 37. The Golden Age of Marke8ng SoYware.
- 38. SoYware is our interface to the digital world: • Analy1cs shapes percep8ons • Automa1on guides processes • Op1miza1on hones tac8cs • Listening leads engagements • Targe1ng defines segments • CRM structures rela8onships
- 39. SoYware is defining the new customer experience.
- 41. “Programming” projects are where agile processes thrive.
- 42. Digital agility from the bo'om-‐up.
- 43. Disrup8ve innova8on beyond marke8ng.
- 44. This is why everyone must be agile.
- 45. To adapt agile in other contexts, we need to make a few adjustments.
- 48. Individuals and ac1ons over processes and tools.
- 49. Responding to change over following a plan.
- 50. Remarkable customer experiences over rigid customer management.
- 52. Tes1ng and data over opinions and conven8ons.
- 57. Numerous small experiments over a few large bets.
- 59. “The best way to have a good idea is to have a lot of ideas.” – Dr. Linus Pauling
- 61. From principles to methodologies…
- 64. “The first thing you should do is think about culture—because culture eats strategy for lunch (and breakfast, and dinner).” – Jonathan Becher CMO, SAP
- 66. “Innova8on is anything, but business as usual.” Sco' Brinker President & CTO ion interac8ve, inc. h'p://www.ioninterac8ve.com Chief Marke8ng Technologist blog: h'p://www.chiefmartec.com Twi'er: @chiefmartec