valtech - everything is marketing, everyone must be agile

Everything  Is  Marke1ng,  Everyone  Must  Be  Agile  

by  Sco'  Brinker  President  &  CTO,  ion  interac8ve  

h'p://www.chiefmartec.com  Twi'er:  @chiefmartec  

By  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.  

–  Gartner  

“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms

— I’m up to my eyeballs in technology.”

What  does  this  have  to  do  with  agile?  

This  leads  to  two  transforma8onal  mandates:  

1.    Everything  is  marke1ng.  

2.    Everyone  must  be  agile.  

These  two  mandates  are  intertwined.  

But  Big-­‐A  Agile  methodologies  help  us  achieve  such  agility.  

By  “agile,”  I  do  mean  liAle-­‐a  agile.  

We  may  need  to  adjust  these  methodologies  for  different  contexts.  

*  

But  first,  why  is  everything  marke8ng?  

(I  do  mean  liAle-­‐m  marke1ng.)  

“Business  has  only  two  basic  func8ons:  marke8ng  and  innova8on.”  

–  Peter  Drucker  

Plan  

Create  

Distribute  

Measure  

Time  

The  tradi8onal  mul8-­‐month  marke8ng  cycle:  

(Does  this  look  familiar?)  

“Big,  large,  glass  buildings  do  not  buy  soYware.  People  do.”  –  Jonathan  Becher  CMO,  SAP  

Our  customers  are  now  agile.  

Plan  

Create  

Distribute  

Measure  

Time  

That’s  a  problem,  because  this  isn’t  agile:  

Observa8ons  of  this  new  kind  of  marke8ng:  

•  Individuals  and  interac8ons  •  Responding  to  change  •  Customer  collabora8on  •  Working  “experiences”  

(Does  this  sound  familiar?)  

This  new  kind  of  marke8ng  is  about  more  than  adver8sing,  PR,  communica8ons,  etc.  

It’s  about  end-­‐to-­‐end  customer  experience.  

3,2  

4,8  

5,9  

1  

2  

3  

4  

5  

6  

7  

Two  Years  Ago   Today   Two  Years  From  Now  

Strategic  

Tac8cal  

Source:    Gartner  Marke8ng  Change  survey  with  high-­‐tech  and  telecom  provider  marke8ng  execu8ves  conducted  September  2011,  N  =  309  

This  new  kind  of  marke8ng  is  more  strategic.  

This  is  why  everything  is  now  marke8ng.  

“Marke8ng  is  too  important  to  be  leY  to  the  marke8ng  department.”  

–  Seth  Godin  (  –  David  Packard  )  

Employees  are  consumers  too,  and  they’re  seeking  the  same  dynamics  at  work.  

This  is  why  consumeriza8on  of  IT  is  thriving.  

Observa8ons  of  this  new  kind  of  organiza8on:  

•  More  par8cipa8on  •  More  responsiveness  •  More  independence  •  More  transparency  

(The  spirit  of  agile  methodologies.)  

In  this  environment,  technology  is  more  than  infrastructure—it  is  capabili8es.  

Marke1ng  Spend  

Migra8on  from  old  to  new  

Cloud  Compu1ng  

Migra8on  from  IT  to  SaaS  

Trackable  Medium  

Measurable  ROI  

Disrup1ve  Innova1on  

Opportunity  for  new  players  

SoMware  Economics  

Low  cost,    high  margin  

Large  market  

Rela8vely  easy  to  sell  

Low  barriers  to  entry  

A  perfect  storm  for  marke8ng  technology.  

New

   Ven

tures  

CORE  WEBSITE  

WEB  TESTING  &  OPTIMIZATION  

SOCIAL  MEDIA  ANALYTICS  

MARKETING  AUTOMATION  

EMAIL  MARKETING  

CRM  

SALES  AUTOMATION  

CUSTOM  DATABASES  

BUSINESS  INTELLIGENCE  

E-­‐COMMERCE   LOYALTY  MANAGEMENT  

CUSTOM  WEB  APPS  

WIDGETS/PLUG-­‐INS  

MOBILE  APPS  

SEO  TOOLS  

Marke8ng  Technology  Landscape  

SOCIAL  MEDIA  MARKETING  MANAGEMENT  

VIRTUAL  EVENTS  

AGILE/PROJECT  MANAGEMENT  

CUSTOMER  ANALYTICS  

VIDEO  AD  MANAGEMENT  

SEARCH  AD  MANAGEMENT  

SOCIAL  MEDIA  AD  MANAGEMENT  

DISPLAY  AD  MANAGEMENT  

VIDEO  CONTENT  

MOBILE  MARKETING  

MARKETING  RESOURCE  MANAGEMENT  

CREATIVE  TOOLS  

by  Sco'  Brinker      @chiefmartec      h'p://www.chiefmartec.com  

COMMUNITIES  LANDING  PAGES  &  MICROSITES  

BLOGS  

APIs  

GAMING/FACEBOOK  APPS  

MULTI-­‐CHANNEL  MARKETNG  MANAGEMENT  

CALL  TRACKING  

PERSONALIZATION  

INTEGRATED  SUITES  &  ENTERPRISE  MARKETING  MANAGEMENT  

August  2011  

WEB  ANALYTICS  

EVENT  MANAGEMENT  

TARGETING  

DIGITAL  ASSET  MANAGEMENT  

CREATIVE  OPTIMIZATION  

External  Promo8on   Customer  Experience   Marke8ng  Management  

The  Golden  Age  of  Marke8ng  SoYware.  

SoYware  is  our  interface  to  the  digital  world:  

•  Analy1cs  shapes  percep8ons  •  Automa1on  guides  processes  •  Op1miza1on  hones  tac8cs  •  Listening  leads  engagements  •  Targe1ng  defines  segments  •  CRM  structures  rela8onships  

SoYware  is  defining  the  new  customer  experience.  

“Programming”  projects  are  where  agile  processes  thrive.  

Digital  agility  from  the  bo'om-­‐up.  

Disrup8ve  innova8on  beyond  marke8ng.  

This  is  why  everyone  must  be  agile.  

To  adapt  agile  in  other  contexts,  we  need  to  

make  a  few  adjustments.  

An“agile  marke8ng”  manifesto?  

Individuals  and  ac1ons  over  processes  and  tools.  

Responding  to  change  over  following  a  plan.  

Remarkable  customer  experiences  over  rigid  customer  management.  

Tes1ng  and  data  over  opinions  and  conven8ons.  

Beware  the  HiPPO!  

Numerous  small  experiments  over  a  few  large  bets.  

“The  best  way  to  have  a  good  idea  is  to  have  a  lot  of  ideas.”  

–  Dr.  Linus  Pauling  

From  principles  to  methodologies…  

“The  first  thing  you  should  do  is  think  about  culture—because  culture  eats  strategy  for  

lunch  (and  breakfast,  and  dinner).”  –  Jonathan  Becher  CMO,  SAP  

Agile needs champions.

Sco'  Brinker  President  &  CTO  ion  interac8ve,  inc.  h'p://www.ioninterac8ve.com    Chief  Marke8ng  Technologist  blog:  h'p://www.chiefmartec.com    Twi'er:  @chiefmartec  

“Innova8on  is  anything,  but  business  as  usual.”