nasscom martech confluence 2015 session iv: keynote martech and unicorns : why you need to break...
TRANSCRIPT
© 2015 SAPIENT CORPORATION | CONFIDENTIAL 1
MARTECH and UNICORNS: Why you need to break silos and how you can do it
@sheldon_tm @sapientnitro #NASSCOMMarTech
© 2015 SAPIENT CORPORATION | CONFIDENTIAL 2
Global CTO @ SapientNitro
Founder of SapientNitro’s CMTO University
@sheldon_tm @sapientnitro #NASSCOMMarTech
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https://www.youtube.com/watch?v=1VM2eLhvsSM
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A BRIEF HISTORY OF MARKETINGStandardization of quality products forced companies to distinguish themselves with “branded” propositions
4 P’s: Product, Price, Place, Promotion
Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand. – Wikipedia
Reason informs, but emotion persuades"Pears Soap 1900" by Original uploader was VAwebteam at en.wikipedia
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Mad Men Era: All about having a great ad campaign and a robust media plan.
Consumers watched the commercial and did what they were told.
Brand story was king.@sheldon_tm #velocityconf© 2015 SAPIENT CORPORATION | CONFIDENTIAL
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digitalnative
socially connected
search savvy
mobile device
equipped
non-linear
Welcome to the era of always on
Source: https://www.flickr.com/photos/skohlmann/14772342171/sizes/h/
@sheldon_tm #velocityconf© 2015 SAPIENT CORPORATION | CONFIDENTIAL
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https://www.youtube.com/watch?v=45Z-GevoYB8
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The reason you (and I) are at MarTechConfluence Marketing
Dollars
IT MARKETING
This impact zone is expanding
© 2015 SAPIENT CORPORATION | CONFIDENTIAL 11
Source: https://hbr.org/2014/07/the-rise-
of-the-chief-marketing-
technologisthttp://www.johnnyaustin.com/unic
orn.html
© 2015 SAPIENT CORPORATION | CONFIDENTIAL 12
Source: /http://www.pepsico.com/Company/Leadershiphttp://adage.com/article/cmo-strategy/brand-pepsi-names-kristin-patrick-global-chief-marketer/241807
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ROBERT DIXONCIO, PepsiCo
KRISTIN PATRICKCMO, PepsiCo
Has depth and breadth of knowledge across the landscape of marketing technology
Fluent with the business and
culture of Marketing and
Advertising
Source: http://www.mbatalks.com/top-mba-books-for-marketing-professionals/
Source: PRNEWSFOTO/PEPSICO/MASHABLE.COM
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INDRA NOOYICEO, PepsiCo
© 2014 SAPIENT CORPORATION | CONFIDENTIAL
influence[in-floo-uh ns]Noun1.The capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others
Source: http://www.greenprophet.com/2012/08/green-ideas-worth-spreading//
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SIX KEY ARCHETYPES
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• Marketing technologists report to marketing
• Today’s practitioners are learning technology on the job
• Current and desired job skills are balanced between marketing, technology, and business
• There are alarming deficiencies in current skill sets
• The gap between marketing and technology is real, even for marketing technologists
MAJORFINDINGS
4ATTITUDE & BEHAVIOR
3MARKETING
TECHNOLOGY
2COMMUNICATION
& INFLUENCE
1MARKETING
FUNDAMENTALS
A Marketing Technologist
A Marketing Technologist is a senior technologist, who hasdelivered amazing work through customer facing systems from
concept to deployment, operations and evolution.
Living at intersection of story and technology, (s)he sees around corners, paints the big picture, “gets” marketers, ad types and marketing.
(S)he is a scrappy innovator, yet understands scale and complexity in systems, organization and culture. And, (s)he’s awesome at
influencing people.
@sheldon_tm #velocityconf© 2015 SAPIENT CORPORATION | CONFIDENTIAL
2003
2011
• IT as overhead to be cost-managed
• Commoditize & Outsource to Lowest Cost provider
• Learned Helplessness
• Plausible Deniability
• Software and technology a major force of disruption across industries
• IT moves from back office function to the primary interface with the customer
2003 2011
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“There are only two sources of competitive advantage:
the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the
competition.”
- Jack Welch, General Electric
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We expect technology spend by CMOs to increase
10x in 10 Yearsfrom $12 billion to $120 billion…
opening the doorto the Decade of the CMO.
- Ashu Garg, Foundation Capital
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The reason you (and I) are at MarTechConfluence Marketing
Dollars
IT MARKETING
There has never been a better time to be a marketing technology leader
© 2014 SAPIENT CORPORATION | CONFIDENTIAL
THANKS,
@sheldon_tm @sapientnitro #NASSCOMMarTech