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The Epic Collision of
Marketing & Technology

by Scott Brinker
@chiefmartec
Technology
Madison Avenue
How big is this
technology
asteroid?
A) Big
B) Very Big
C) OMG
Big
VERY
BIG
O
M
G
“You go marketing with
the technology you have
— not the technology
you might want or wish
to have.”
technology
management is
deciding which
changes are
adopted

technology changes
exponentially

?
?
organizations change
lo...
70%

…of marketers
feel that the
marketing
function will
fundamentally
change over the
next 5 years.
Accenture Interactive...
What is driving this fundamental change?
1

2

3
1
In the beginning…
(1960)
Product
4P’s
Theory

Price
Marketing
Mix

Place

Promotion
Product

4P’s
Practice

Price

Marketing
Mix
Place

$$$
Promotion
But the
Internet
delivered a
one-two
punch to
the reigning
promotion
champ…

Instant
Experience

1
The distance between promotion
and product experience has
collapsed to a click.
An explosion
of customer
experience
touchpoints.
The
Extended
Product
But the
Internet
delivered a
one-two
punch to
the reigning
promotion
champ…

Instant
Experience

1
2
Open
Communication
ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
“Yeah, but we’re in B2B…”
“Big, large, glass
buildings do not
buy software.
People do.”
– Jonathan Becher
CMO, SAP
The “new” champ of
the marketing mix…
Extended

Product
4P’s
Revised

Price

Marketing
Mix
Place

Promotion
Develop marketing staff who think
like “product owners” more than
marketing managers. A “product”
might be anything that c...
Customer experience is your brand.
But what are experiences made from?
2
Fact #1:
The world is
now digital.
Domo Infographic: Data Never Sleeps
Fact #1:
The world is
now digital.
Fact #2:
Everything
digital is
powered by
software.
“Software is
eating the
world.”

Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 20...
“I feel more like a CIO than a CMO! I have marketing
automation, CRM, listening platforms—I’m up to my
eyeballs in technol...
Migration from
old to new

Large market

Cloud
Computing

Migration from
IT to SaaS

Trackable
Medium

Measurable ROI

Dis...
Today
Mega Suites

Today

Backbone
Platforms with
3rd-Party “Apps”
Backbone
Platforms with
3rd-Party “Apps”
We don’t control
the environment.
We don’t control
the customer.
We want to be
differentiated.

Marketing is not ERP.
Platform strategies are
starting to emerge in
marketing automation.

http://chiefmartec.com/2013/10/emerging-third-party-e...
A Golden Age of Marketing Software
Software is how
marketing “sees” and
“touches” customers
in a digital world.
Analytics shapes perceptions.

Automation guides processes.
Optimization hones tactics.
Listening directs engagement.

Tar...
“He who controls
the spice, controls
the universe.”
“He (or she)
who controls
the software,
controls the
marketing.”
The King Solomon Marketing/Technology Split
We want marketers who are also
techy-savvy (and vice versa).
Marketing technologists.
Growth hackers.
Digital strategists....
Data from Gartner 2012, graphic by IBM.
Technology Authority

Cowboy

Laggard

Prisoner

Technology Expertise
Not everyone in marketing
needs to be a technologist.

Just as not everyone in marketing
had to be a “creative.”
Technology
Finance

Storytelling
Design

Technology must
become a part of
marketing’s DNA.
21% of CEOs think
technical expertise
is a top 3 CMO skill.

Only 13% think agency experience is.
3
Traditional marketing
management followed a
relatively well-structured,
staged yearly plan.

Plan

Produce
Deploy
This is ...
Going back up the
waterfall is not
pleasant.
That is a dead
marketing plan.
Agile marketing is an approach
for adaptive marketing
management.
Derived from
agile software
development
methodologies
su...
The elements of agile marketing:

Team

Process

Artifacts

Philosophy
This is your backlog.

Update Backlog
1

2

5

9

Write down tasks or “stories
along the buyer’s journey.”

3

6

7

10

1...
This is your task board.

Sprint Planning

To Do
1

2

3

4

5

6

7

8

9

10

11

1

4

2

In Progress

5

3

The team t...
Sprint
During the sprint,
team members
take on tasks in
order of priority.

Work “in progress”
is easy to see.

Kanban lim...
Sprint

1 day

Every day, the team
meets for a 15-minute
stand-up.
Each person on the team
answers three questions:

Daily...
Sprint Review

To Do

In Progress

Done

At the end of the sprint,
the team conducts a
review of the work
completed.
This ...
Sprint Retrospective
The team also does a
retrospective meeting — not
about the work, but about the
process and their inte...
The agile cycle continues…
Agile marketing isn’t
about working
faster.
One Long Cycle
vs.
Multiple Short Cycles

It’s working in a
more incremental
a...
1

2

3
So back to that epic collision…
Don’t think of it as the end
of the dinosaurs (it is).
Think of it as the rise of the modern marketer.
Reach me at:
sbrinker@ioninteractive.com
Twitter: @chiefmartec

Co-founder & CTO
ion interactive, inc.
http://ioninteracti...
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
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In the beginning… (1960)
In the beginning… (1960)
In the beginning… (1960)
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