CMOs are increasingly managing large IT budgets as technology becomes central to marketing. A 2011 Gartner prediction found that 35% of enterprise IT spending will be controlled outside the IT department by 2015. Many CMOs now feel more like CIOs as they oversee various marketing technologies. This represents an opportunity for agencies to become "creative technology partners" that unite marketing and technology strategies through expertise in both areas. It also requires moving to an emerging vendor model beyond traditional agencies and consultants by developing new ways of working and new business models.
3. Opportunity Slide #1
“By 2015, 35% of enterprise IT
expenditures will be
managed outside of the IT
department's budget…
CMOs may end up having
larger IT budgets than CIOs”
Top Predictions for IT Organizations and Users for 2012 and Beyond, Gartner, Dec 2011
4. What do CMOs expect? (Opportunity Slide #2)
From Stretched to Strengthened, IBM Global CMO Study 2011
5. Half full? (Opportunity Slide #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.”
From Stretched to Strengthened, IBM Global CMO Study 2011
7. The Traditional Marketing/IT Dynamic
“IT is the
department of “no”
IT doesn’t speak “Marketing is spin
marketing’s
language.
Marketers don’t
IT doesn’t care about
understand the integration”
need for speed.
IT isn’t concerned
with the customer”
Mastering Customer Data – A CIO Imperative, Forrester Research July 2011
9. The Emergence of Marketing Technologists
Marketing
Marketing Technology Team
IT
10. The Emergence of Marketing Technologists
Marketing
Marketing Technology Team
IT
Unite Marketing and Technology strategies
Collaborative
Experts – fluent in Tech and Brand
Agile – and Scalable
Big data – to drive Insight and Action
Obsessive about the ‘glue’ – APIs & integration
14. The Traditional Vendor Model
Marketing
Marketing Technology Team
IT
Product
Agencies vendors
Consultants
15. The Traditional Vendor Model
Marketing
Marketing Technology Team
IT
Product
Agencies vendors
Consultants
16. The Emerging Vendor Model
Marketing
Marketing Technology Team
IT
Creative
Technology
Partner
17. The Creative Technology Partner Role
Creative
Technology
New Ways of New Ways of New Business
Working Engaging Models
18. Move from this…
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 CORE WEBSITE CUSTOM WEB APPS CRM
MARKETING AUTOMATION
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 Promotion Customer Experience Marketing Management
by Scott Brinker @chiefmartec http://www.chiefmartec.com
20. It’s getting crowded
Marketing
Marketing Technology Team
IT
Creative
Technology
Partner
IT
Digital Tech Big 5
Agency Product
Agency Consultancy Consultancy
Vendor