Marketing Web Client Marketer Customer Software Services Software
Can’t Adobe-IBM-Oracle- Salesforce.com consolidate this all for me?
Adoibacle.com one suite to rule them all!
Google and Microsoft are the only two companies with positions across all stages of this channel.
Mega Suites Today
Mega Suites Today What if 1,000+ marketing technology vendors were the new normal?
5 Forces of the Cheap Cloud Computing IaaS & PaaS Scalability Revolution SaaS Global Business Talent & Models Knowledge Open Source & Inbound APIs Marketing
Cheap IaaS & PaaS Digital Scalability marketing is SaaS Global the first major Business Talent & industry born Models Knowledge in the cloud computing era. Open Source & Inbound APIs Marketing
Innovation Consolidation Inflow >= Outflow
Consolidation will not be evenly distributed.
Core customer data offers the greatest incentives & practicality for consolidation. - Data Management Platforms/Customer Data Platforms Tag Management User Mgmt Cloud APIs LE E R A Connectors IDD W Correlation Data M CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce
Core Customer Data E S N M O R O KB F C Customer Data Campaign Data Content Data Catalog Data A B LAT P Process, insights, and experiences, less so.
Mega Suites Today Backbone Platforms with 3rd-Party “Apps”
Major providers are now emphasizing 3rd-party developer “app stores.”
Platform approach helps give customers flexibility in heterogeneous environments.
Platform approach is also a Judo move on managing accelerating change.
But why would we want 1,000 marketing technology vendors?
We don’t control the environment. We don’t control the customer. We want to be differentiated. Marketing is not ERP.
The distance between communications and customer experience has collapsed to a click.
ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
An explosion of customer experience touchpoints.
The Extended Product
CMO: By 2017 the CMO I’m ready to will spend more on take over our IT than the CIO. IT spend! – Gartner CIO: Why me?
ty Cowboy ori ogy Auth echnolT Laggard Prisoner Technology Expertise
l tise eer er xp Schoo E Engin Old IT & hnology ecT Old School Marketers Marketing Expertise
New School: s
l Marketing Technologists tise eer Creative Technologists er xp Schoo Growth Hackers E Engin Chief Digital Officers Old IT & Data Scientists hnology ecT Old School Marketers Marketing Expertise
81% of large firms now have a chief marketing technologist role
Strategy Technology Linear, strategy first Linear, technology first Circular, both intertwined
technology management is technology changes deciding which exponentially changes are adopted ? ? organizations change logarithmically
Not everyone in Just as not everyone marketing in marketing needs to be a needed to be a technologist. creative.
Technology Analytics Storytelling Design Technology must become a part of marketing’s DNA.
21% of CEOs think technical expertise is a top 3 CMO skill. Only 13% think agency experience is.
Download a free copy of my book at chiefmartec.com “…helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO SAP “…the key meta-trends that will define how all marketing is done in a world of technology enablement...” – Terence Kawaja, CEO LUMA Partners