• The new marketing process, driven by technology

• A new relationship for IT and Marketing: the Marketing Technology discipline

• A new kind of supplier: the Mktng Tech agency

“I feel more like a CIO than a

CMO! I have marketing

automation, CRM, listening

platforms – I’m up to my

eyeballs in technology.”

From Stretched to Strengthened, IBM Global CMO Study 2011

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

Agency Marketing

//

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

Google it

Visit website

Follow on Twitter

Check out competitors

Read reviews

Discuss with friends

Check online communities

Comparison / aggregators

1. Mainly digital

2. Multi-touchpoint

3. Real-time dynamics

4. Few boundaries

5. Experience IS the brand

From Stretched to Strengthened, IBM Global CMO Study 2011

Mktg IT

Mktg IT

Little perspective on each other’s business needs.

Mastering Customer Data—A CIO Imperative, Forrester Research July 2011

IT is the department

of “no”

IT doesn’t speak

marketing’s

language

IT doesn’t

understand the

need for speed

IT isn’t concerned

with the customer

Marketing is

spin.

Marketers don’t

care about

integration

IT is the department

of “no”

IT doesn’t speak

marketing’s

language

IT doesn’t

understand the

need for speed

IT isn’t concerned

with the customer

Mastering Customer Data—A CIO Imperative, Forrester Research July 2011

Mktg IT Marketing Technology

Office

Mktg IT Marketing Technology

Office

Collaborative

Expert - Fluent in Tech and Brand

Unite enterprise strategy with marketing tactics

Agile – and Scalable

“Splintering touchpoints and the growing torrent of

data force marketers to build up investments in

technology to keep up with customers.

To manage and direct the increasingly complex

marketing technology stack, Forrester recommends

that organizations create a marketing technology

office.”

– Forrester Research Inc. October 2011

‘3 Approaches to the Marketing Technology Office’

• Translate CMO strategy into Technology

• Agility in implementation

• Stability in architecture

• Awesome User Experiences across touchpoints

• Liberate, integrate and re-use Data

• Build skills & knowledge across teams • Ensure IT rigour and governance in Marketing Technology

New discipline

New requirements

New suppliers

Mktg IT

Mktg IT

Agencies

Mktg IT

Agencies Product Vendors

Mktg IT

Agencies Product Vendors

Consultants

Mktg IT

Agencies Product Vendors

Consultants

Marketing Technology

Office

Mktg IT

Agencies Product Vendors

Consultants

Marketing Technology

Office

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

Marketing 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 Scott Brinker @chiefmartec http://www.chiefmartec.com

COMMUNITIES LANDING PAGES & MICROSITES

BLOGS

APIs

GAMING/FACEBOOK APPS

MULTI-CHANNEL MARKETNG MANAGEMENT

CALL TRACKING

PERSONALIZATION

INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT

WEB ANALYTICS

EVENT MANAGEMENT

TARGETING

DIGITAL ASSET MANAGEMENT

CREATIVE OPTIMIZATION

External Promotion Customer Experience Marketing Management

Mktg IT

Agencies Product Vendors

Consultants

Marketing Technology

Office

Marketing Technology

Agency

• Strategists – What does your business and brand look like in a technology driven

world? How does it make money?

• Architects – A technology plan that is both Agile and Scalable?

• Developers – Hands-on coders

• Integrators – Reduce; reuse; recycle – to release value

• Deliverers – Less talk; more action

Matt McNeany

CEO

matt.mcneany@codeworldwide.com