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Marketing Technology: The Decade Ahead Scott Brinker @chiefmartec
Transcript of Marketing Technology: The Decade Ahead › eu › wp-content › uploads › 2020 › 06 ›...
Marketing Technology: The Decade
AheadScott Brinker
@chiefmartec
VP Platform Ecosystem
Editor
Program Chair
Scott Brinker@chiefmartec
20112012
20142015
20162017
2018~150
~350~1,000
~2,000~3,500
~5,000~6,800
~7,000
8,0002020
2019
1. DENIALThis is the marketingdepartment, not IT. We don’t need astack of software.
2. ANGERI really hate the
bastard who keeps making these landscapes.
3. BARGAININGHow about if I just
buy everything from one marketing cloud vendor?
4. DEPRESSIONWe’re never going to get this to work— this is why CMO tenure is so short!
5. ACCEPTANCEThis is the state of marketing today, and it’s actually
pretty cool.
Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Analytics Architect
Operations Orchestrator
Marketing Maker
Brand/Demand Builder
Marketing Technologists
Marketing ManagerGrowth Marketer
Marketing OperationsCRM/MAP Admin
Marketing AnalystData ScientistData Engineer
Marketing EngineerWeb/App Developer
Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Analytics Architect
Operations Orchestrator
Marketing Maker
Brand/Demand Builder
Marketing Technologists
MARKETER
MAKER
MAESTRO
MODELLER
Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Marketing Technologists
Martech Responsibilities
• 85% run campaigns• 78% train & support• 76% operate as admin• 63% integrate martech
• 91% train & support• 91% workflow & process• 83% operate as admin• 83% integrate martech• 71% architect stack
• 85% operate as admin• 81% integrate martech• 46% develop sites & apps• 46% customize martech
• 83% train & support• 70% data quality• 70% data science• 67% integrate systems
MARKETER
MAKER
MAESTRO
MODELLER
Source: 2020 Martech Career Survey, chiefmartec.com and MarTech Today
Technology Orientation
Process Orientation
Internal Orientation
ExternalOrientation
Marketing Technologists
Martech Tools 10+hr/week
• 75% MAP• 68% spreadsheets• 59% CRM/CDP• 45% analytics
• 76% MAP• 70% spreadsheets• 61% CRM/CDP• 55% project mgmt
• 69% MAP• 69% analytics• 54% CMS• 39% dev tools
• 73% spreadsheets• 60% analytics• 53% CRM/CDP• 57% BI
MARKETER
MAKER
MAESTRO
MODELLER
Source: 2020 Martech Career Survey, chiefmartec.com and MarTech Today
People
ProcessTechnology
Data
Train & support marketing staff on using martech
Design & manage internal workflows and process Monitor data
quality in martechResearch martech
Operate martech
Integrate martech
Architect martech stack
MAESTROOperations
Orchestrator Responsibilities
(Top 7)
Source: 2020 Martech Career Survey, chiefmartec.com and MarTech Today
AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZECHANGE
AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZEagilityscale
peop
lete
chno
logy
CHANGE
AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZEagilityscale
peop
lete
chno
logy
authenticity
efficiency innovation
brand
CHANGE
• Standardize common tools
Rationalize your marketing stack.
@chiefmartec
• Standardize common tools• Standardize common data
Identity, identity, identity.
• Standardize common tools• Standardize common data
• Standardize processes• Platformization
• Local experiments & workflows• BYOT (bring your own tools)
• Federated data• Citizen developers, data
scientists, integrators
DEVELOPINTEGRATEANALYZE
time
app
-like
func
tiona
lity
time
app
-like
func
tiona
lity
Excel
time
app
-like
func
tiona
lity
ExcelGoogle Sheets
& Google Forms
time
app
-like
func
tiona
lity
ExcelGoogle Sheets
& Google Forms
+ Zapier
time
app
-like
func
tiona
lity
ExcelGoogle Sheets
& Google Forms
+ Zapier
Airtable, AppSheet, Smartsheet, Salesforce Lightning Object Creator
• Marketing empowerment
• Marketing empowerment• Levers for empathy & intuition
• Marketing empowerment• Levers for empathy & intuition
• Customer visits• CX anomaly detection
• Marketing enablement
Source: Econsultancy, Marketing in the Dark
66% of companies don’t believe they
have the skills or talent to make the
most use of marketing
technology.
“We don’t have the skills or talent required to make the most of our marketing technology.”
19%
47%
Strongly agree
Somewhat agree
Somewhat disagree
Strongly disagree
• Marketing enablement• Enlightened governance
• Customer code• Culture code
• Design for change
• Design for change• Open platforms
• Design for change• Open platforms
Digital Asset Management
• Design for change• Open platforms
• Self-service tools
• Design for change• Open platforms
• Self-service tools• Agile marketing
AUTOMATE
HUMANIZE
CENTRALIZE DECENTRALIZE
Global mission, culture, and beliefs.
Global, standardized process, data & tools.
Focus on individual customers in context.
Locally optimized process, data & tools.
agilityscale
peop
lete
chno
logy
authenticity
efficiency innovation
brand
CHANGE
Editorhttp://chiefmartec.com
[email protected]: @chiefmartec
Email me at:
Program Chairhttp://martechconf.com
VP Platform Ecosystemhttp://www.hubspot.com
