Marketing has become a technology-powered discipline. Though not everyone needs to become a technologist, technical professionals now have key roles to play in the marketing team. In this webcast, you will learn why marketing teams need technologists outside of IT, who they are, and where to find them.

1. The Rise of the Marketing
Technologist
Marketing has become a technology-powered discipline. Though not
everyone needs to become a technologist, technical professionals now
have key roles to play in the marketing team.
In this webcast, you will learn why marketing teams need technologists
outside of IT, who they are, and where to find them.

2. Rise of the
Marketing
Technologist
Scott Brinker
@chiefmartec

3. Co-founder & CTO
Software and services
for marketing apps.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

4. Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
Technology Director
?

6. Technology Marketing

16. Everything
digital is
controlled by
software.

17. “Software is
eating the
world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011

18. 947 companies
43 categories
And this is not
comprehensive!

20. Software is how
marketing “sees” and
“touches” customers
in a digital world.

21. Analytics software affects our
perceptions.
Marketing automation software
affects our processes.
Social media software affects
our engagement strategy.
Marketing apps software
affects our touchpoints.
CRM software, by definition,
affects our relationships.

22. Marketer
Marketing
Software
Web
Services
Client
Software
Customer

23. marketing = digital = software

26. The distance between communications
and customer experience has collapsed
to a click.

27. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

29. An explosion
of customer
experience
touchpoints.

30. The
Extended
Product

31. Product Price
Marketing
Mix
Place Promotion

32. Extended
Product Price
Marketing
Mix
Place Promotion

35. 70% of marketers
increasing digital
marketing technology
spending in 2014
Only 2% are
decreasing
Source: Econsultancy, Skills of the Modern Marketer

36. Increasing
technology
expenses
and capital
investments;
cross-charges
from IT and
external
agencies

37. Digital
marketing
funded by
rearranging
existing
budgets —
but not just
marketing’s

38. According to a recent
Gartner study, CEOs
believe that the most
important technology-enabled
investment
over the next 5 years
is digital marketing
Source: Gartner, April 2014

39. “I feel more like a CIO than a CMO! I have marketing
automation, CRM, listening platforms—I’m up to my
eyeballs in technology.”

40. Damn it, Jim —
I’m a marketer,
not a systems
administrator!

41. Damn it, Jim —
I’m a marketer,
not a systems
administrator!

42. CMO:
I’m ready to
take over our
IT spend!
CIO: Why me?
By 2017 the CMO
will spend more on
IT than the CIO.
– Gartner

43. “He who controls
the spice, controls
the universe.”

44. “He (or she)
who controls
the software,
controls the
marketing.”

46. The
King Solomon
approach to
dividing
marketing
technology.
The CIO
gets the
technology
half.
The CMO
gets the
marketing
half.
NOT GOOD

47. The
King Solomon
approach to
dividing
marketing
technology.
The baby
does much
better as a
whole.

49. We don’t control
the environment.
We don’t control
the customer.
We want to be
differentiated.
Marketing is not ERP.

50. Technology Expertise
Technology Authority
Cowboy
Laggard Prisoner

51. Marketing Expertise
Technology Expertise
Old School
Marketers
Old School
IT & Engineers

52. New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Marketing Expertise
Technology Expertise
Old School
Marketers
Old School
IT & Engineers

60. technology changes
exponentially
technology
management is
deciding which
changes are
adopted
?
organizations change
logarithmically
?

78. 81% of large firms now have a
chief marketing technologist role

81. There’s too damn many new roles!

84. Where do you find these people?

85. Marketing Expertise
Technology Expertise
IT Origin
Marketing
Origin
Minimally Viable Technologist
Minimally Viable Marketer

86. Not everyone in
marketing
needs to be a
technologist.
Just as not everyone
in marketing
needed to be a
creative.

87. Design
Technology
Analytics
Storytelling
Technology must
become a part of
marketing’s DNA.

89. 21% of CEOs think
technical expertise
is a top 3 CMO skill.
Only 13% think agency experience is.

91. Download a free copy of my book at chiefmartec.com
“…helps the reader to understand how
technology can be used for both successful
marketing strategy and execution.”
– Jonathan Becher, CMO
SAP
“…the key meta-trends that will define
how all marketing is done in a world of
technology enablement...”
– Terence Kawaja, CEO
LUMA Partners

92. Reach me at:
sbrinker@ioninteractive.com
Twitter: @chiefmartec
ion interactive, inc.
http://ioninteractive.com
Chief Marketing Technologist
http://chiefmartec.com
MarTech Conference
http://martechconf.com