Post on 01-Nov-2014
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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.”