SCOTT BRINKER: TAMING MARKETING TECHNOLOGY
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Taming the Marketing Technology Beast Scott Brinker @chiefmartec
Transcript of SCOTT BRINKER: TAMING MARKETING TECHNOLOGY
Taming the Marketing Technology Beast
Scott Brinker@chiefmartec
Co-founder & CTOSoftware and servicesfor interactive content.
EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500(3,874 logos)
2016
Photo: @DelphicDigital
http://www.thebluehive.com
http://www.blue-hive.com
classicscope of
marketing
classicscope of
marketing
minimum scale of a successful software
company
modernscope of
marketing
modernscope of
marketing
smaller software
companies can succeed too
time
+
-
currently active martech vendors
2016 estimation
cumulative
marketing tech
entrants
cumulativemarketing techexits
time
marketi
ng te
ch
adop
tion
number of
marketing tech
vendors
peak martech landscape
Let’s playNAME THAT PROFESSION
Analytical Creative
AnalyticalProgramming
CreativeDesign
AnalyticalProgrammingAutomation
CreativeDesign
Experience
Marketing SoftwareDevelopmen
t
Marketing& Software
Thinking Like an EngineerIn Marketing Automation In Pseudo Code
for(MktoLead lead in leads[]){
if (!lead.email.contains(@newrelic.com) & lead.mktoOwnerID =
“005400000025zP6” &lead.source = “Website Live
Chat”){
if(lead.routingReason.isempty()){
lead.routingReason = “Website Chat”
} lead.ChangeOwner(“Queue: SDR Queue”)
}
}
Source: Isaac Wyatt, New Relic, presentation at MarTech 2015
What can marketers learnfrom software managementto thrive in this environment?
Now that marketing andsoftware are thoroughly
entangled…
1 2 3 4 5 6 7 8
time
PlanDesign
DeployReview
Waterfall vs. Agile
1 2 3 4 5 6 7 8
time
• respond to new events and information
• deploy viable work into the market sooner
• adjust your approach based on feedback
• stop wasting time on ineffective programs
• experiment with innovative, new ideas
each sprint is an opportunity to:
MessagesMedia
“The medium is the message.”– Marshall McLuhan
theartof
communications
what it says
how and where it appears
Mechanisms
Media
Messageswhat it says
how and where it appears
how it behaves
what it does
theartof
customerexperience
PassiveContent
InteractiveContent
AudienceDeliversInnovation
Consumes Participates
Information Services
Media Mechanisms
Examples BlogsE-booksReportsWebinars
AssessmentsCalculatorsConfiguratorsQuizzes
UI Data
Code
UX
Software
product managers
Media
Messages
Mechanisms
UI Data
Code
CX UX
Marketing Software
marketing managers product managers
≈
ScalabilityInnovationExperimentation Standardization
Explore Exploit“Fail Fast” “Fail Not”Question
AssumptionsLeverage
AssumptionsSpeed Dependability
Can we manage both with one framework?
No, but we can manage them with two…
Core
Edge
Bimodal marketing
Many innovations are explored
on theedge.
Only a few are scaled
into the core.
70%
30%Majority of investment allocated to the core, but wider
exploration on the edge.
Core
Edge
TransitionBimodal
marketing Transition from the edge to the core is
carefully controlled — like a
“stage gate” innovation process.
It’s okay for non-scalable programs to remain in the
edge.
Company
Brand
CampaignChannelTactic
IterationFeedback
years
months
weeks
days
fast
slow
pace of change
real-time
corporate culture, values, image
positioning,value proposition
concept, audience, messaging
media mix,context framing
communications, experiences
A/B testing, personalization
social media, metricsM
arke
ting
Pace
Lay
ers
fast
slow
pace of change
• marketing strategy
• marketing operations
• marketing technology stack
• website design
• marketing data
pace layers apply to:
Design governance and architecture to facilitate layers changing at their own pace.
Jesse James Garrett ([email protected])
“Great designs come fromgreat designers.”
– Fred Brooks
“The differences are not minor –they are rather like the differences
between Salieri and Mozart.”– Fred Brooks
“The difference betweenthe great and the average
approach an order of magnitude.”
– Fred Brooks
The “Myth” of the 10X Engineer
1. Talent2. Opportunity3. Leverage
The “Myth” of the 10X Engineer10X Marketer
“A brilliant road map.”– Ram Krishnan
SVP & CMO, PepsiCo
“A compelling model.”– John L. Kennedy
CMO, Xerox
“A terrific manifesto.”– David C. Edelman
McKinsey & Company
“A must-read operating manual for CMOs.”
– Ajay AgarwalBain Capital
Available now at
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Email me at:
MarTech Conferencehttp://martechconf.com
