As marketing becomes a technology-powered discipline, marketing teams are adding more technical talent to their ranks. Hybrid "marketing technologists" -- people who combine technical depth with a passion for marketing -- make marketing a more sophisticated user of software for automation, interactive customer experiences, and data-driven decision-making. Here we'll examine the role of a "chief marketing technologist" as the CMO's right-hand for marketing technology strategy and management.

1. Rise of the Marketing Technologist
Scott Brinker
@chiefmartec

2. Co-founder & CTO
Software and servicesfor marketing apps.
Author & Editor
Blog on the entwining of marketing & technology.
Program Chair
Marketing techconference.

11. Technology
Marketing

13. Everything digital is controlled by software.

14. “Software is eating the world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011

15. Software is how marketing “sees” and “touches” customers in a digital world.

16. Analyticssoftware affects our perceptions.
Marketing automationsoftware affects our processes.
Social mediasoftware affects our engagement strategy.
Marketing appssoftware affects our touchpoints.
CRMsoftware, by definition, affects our relationships.

17. marketing
= digital
= software

18. 947 companies
43 categories
And this is not comprehensive!

20. Marketer
Marketing Software
Web Services
Client Software
Customer

21. “I feel more like a CIO than a CMO!I havemarketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”

22. Source: Econsultancy, Skills of the Modern Marketer
70%of marketers increasing digital marketing technology spending in 2014
Only 2%are decreasing

23. Increasingtechnology expensesand capital investments; cross-charges from IT and external agencies

24. Digital marketing funded by rearranging existing budgets — but not just marketing’s

25. According to a recent Gartner study, CEOs believe that the most important technology- enabled investment over the next 5 yearsis digital marketing
Source: Gartner, April 2014

26. Damn it, Jim — I’m a marketer, not a systems administrator!

27. Damn it, Jim — I’m a marketer, not a systems administrator!

28. CMO: I’m ready to take over our IT spend!
CIO: Why me?
By 2017 the CMO will spend more on IT than the CIO.
–Gartner

29. “He who controls the spice, controls the universe.”

30. “He (or she) who controls the software, controls the marketing.”

31. TheKing Solomon approach to dividing marketing technology.
The CIOgets the technology half.
The CMO gets the marketing half.
NOT GOOD

32. TheKing Solomon approach to dividing marketing technology.
The baby does much better as a whole.

33. Marketing is not ERP.
We don’t control the environment.
We don’t control the customer.
We want to be differentiated.

34. Marketing Expertise
Technology Expertise
Old School Marketers
Old SchoolIT & Engineers

35. Marketing Expertise
Technology Expertise
Old School Marketers
New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Old SchoolIT & Engineers

41. Technology Expertise
Technology Authority
Cowboy
Laggard
Prisoner

42. technology changes exponentially
organizations change logarithmically
technology management is deciding which changes are adopted
?
?

57. 81% of large firms now have achief marketing technologist role

62. The distance between communicationsand customer experience has collapsedto a click.

63. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

65. An explosion of customer experience touchpoints.

66. The Extended Product

70. Not everyone in marketingneeds to be a technologist.
Just as not everyonein marketingneededto be acreative.

71. Design
Technology
Storytelling
Analytics
Technologymust become a part of marketing’sDNA.

72. 21%of CEOs think technical expertise is a top 3 CMO skill.
Only 13%think agency experience is.

74. “…the key meta-trends that will definehow all marketing is done in a world of technology enablement...” –Terence Kawaja, CEOLUMA Partners
“…helps the reader to understand how technology can be used for both successful marketing strategy and execution.” –Jonathan Becher, CMOSAP
Download a free copy of my book at chiefmartec.com

75. Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc. http://ioninteractive.com
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Reach me at:
MarTech Conferencehttp://martechconf.com