scott brinker - navigating the marketing technology landscape

Scott Brinker@chiefmartec

Navigating theMarketing Technology

Landscape

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

98% of these marketing technologies are focused on web, mobile web, and mobile app touchpoints

Explosion of new digital touchpoints & platforms.

#1 CHALLENGEAccelerating pace of change.

time

chan

ge

time

chan

geMartec’s LawTechnology changes quickly; organizations change slowly.

What can marketers learnfrom software management

to thrive in this environment?

Now that marketing andsoftware are thoroughly

entangled…

Websites are a great example of this today —their function and flow

shapes brand experience.

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

PEOPLE PROCESS

TECHNOLOGY

PEOPLE PROCESS

TECHNOLOGY

topperformersare 7X more

likely to emphasize

people

top performers deemphasize data

and technology

The “Myth” of the 10X Engineer

1. Talent2. Opportunity3. Leverage

Source: DataXu, Modernizing the Mix: Transforming Marketing Through Technology and Analytics , July 2016

85% of marketing teamswill have marketing technologists

this year

59% increasing in-house martech(only 10% reducing)

Source: DataXu, Modernizing the Mix: Transforming Marketing Through Technology and Analytics , July 2016

PEOPLE PROCESS

TECHNOLOGY

time

chan

geMartec’s LawTechnology changes quickly; organizations change slowly.

time

chan

geMartec’s LawTechnology changes quickly; organizations change slowly.

Think more like product managersinstead of marketing managers.

– Ray Velez

ScalabilityInnovationExperimentation Standardization

Explore Exploit“Fail Fast” “Fail Not”Question

AssumptionsLeverage

AssumptionsSpeed Dependability

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.

PEOPLE PROCESS

TECHNOLOGY

Websites Email

Mobile Apps

Social Media

Chatbots Wearable Apps

IoTApps

VR & AR

COMMON DIGITAL FOUNDATION

Digital Natives

Digital Transformers

Digital Marketing Sophistication

Digital Marketers

Digital DiscoverersDigital

Laggards

LEAD USERS

Advance or Perish

Do these lead users foretell the future of

marketing?

Tony RalphDirector of Ad TechnologyNetflix

Source: MuleSoft, MuleSoft Connect 2016

Microservices Architectures on the Rise

Best-of-Breed Marketing Technology StacksDominate the Market Today

> 2X more popular than single-vendor suites

Architecture vs. Leverage — Best-of-Breed Wins

What would help you better leverage the full power of your current marketing technology stack?

#1: Better strategy . . . #7: Better integration

Fragile AntifragileRobustGrows

strongerwith change

Can withstand change

Harmedby

change

What are anti-fragile strategies for marketing & marketing

technology?

Fragile

Robust

Antifragile

Chief Marketing Technologisthttp://chiefmartec.com

ion interactive, inc.http://ioninteractive.com

sbrinker@chiefmartec.comTwitter: @chiefmartec

Email me at:

MarTech Conferencehttp://martechconf.com