Growing Unicorns: Where The New Marketing Technologists Come From? By Sheldon Monterio

GROWING UNICORNS

Circa 1995, B.G. C++ Developer Employee 196

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12,800 colleagues Helping brands break boundaries where technology and story meet

@sheldon_tm

The reason you (and I) are at MarTech Marketing

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IT MARKETING

This impact zone is expanding

81% of organizations now have the equivalent of a chief marketing technologist,

compared with 70% last year. -- Laura McLellan, Gartner, January 2014

State of Digital Marketing Talent - Online Marketing Institute January 2014

Illustration – Carlos Monteiro www.adweek.com

What company execs say about their

digital marketing teams: (%)

Strong across all digital areas

Weak or mediocre in at least

some areas

Strong in some areas but weak

in others

A survey of 747 Fortune 500 and ad agency executives found There’s a major digital talent gap at their organizations

http://www.adweek.com/

With the shift from analog to digital, from communications to experience, from story yelling to Storyscaping,

companies need a new breed of technologist.

THE GAP

Source: http://s434.photobucket.com/user/odiaz1206/media/shadow-people_edit.jpg.html

9

Mama, where do software

architectures come from?

Source: https://www.flickr.com/photos/jmavedillo

10

Theft

Method

Intuition

Classical system Unprecedented system

Theft

Method

Intuition

Credit: Philippe Kruchten @pbpk University of British Columbia

“Art is never defect-free. Things that are remarkable never meet spec, because that would make them standardized, not worth talking about.”

― Seth Godin

Brain of a software developer

Heart of an artist

Balls of a hacker

Eye of an interface designer

Anatomy of a Creative Technologist

(figuratively speaking)

Source: Scott Brinker http://chiefmartec.com/2011/10/agencies-and-the-marketing-technologist-revolution/

Would that be enough? Source: http://wallpaperswide.com/thoughtful_gorilla_bw-wallpapers.html

Source: /http://www.pepsico.com/Company/Leadership http://adage.com/article/cmo-strategy/brand-pepsi-names-kristin-patrick-global-chief-marketer/241807

© 2014 SAPIENT CORPORATION | CONFIDENTIAL

ROBERT DIXON CIO, PepsiCo

KRISTIN PATRICK CMO, PepsiCo

Private & Confidential, SapientNitro © 2013

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


INDRA NOOYI CEO, PepsiCo


influence [in-floo-uh ns] Noun 1.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//

We’re creating Storyscapes – worlds that come alive through consumer touchpoints that attract,

engage, transact and retain.

Innovative consumer activation + trusted technology at massive scale.

A NEW BREED OF AGENCY


Source: http://www.paulirish.com/2009/cornify-easter-egg-with-jquery/

“There are two root causes that need to be addressed. The first is related to the volume and quality of students from

esteemed universities that enter into our field. The second is related to the ongoing

training and development for existing industry staff. On both counts, I believe the industry falls terribly short. In an

environment where digital dominates everything we do, it is clear our industry

has much to do to elevate the total talent pool and their overall quality.” – WSJ Aug 13, 2014

BOB LIODICE CEO Association of National Advertisers

I had them at Hello!

INTENSIVE (4+days, over weekends) E-Meet (3 hours, Sunday, virtual)

OCT 2013 JAN 2014 APR 2014 JUL 2014

PROGRAM SCHEDULE

4 ATTITUDE & BEHAVIOR

3 MARKETING

TECHNOLOGY

2 COMMUNICATION

& INFLUENCE

1 MARKETING

FUNDAMENTALS

Attitude & Behavior

Source: Peter Wilkinson https://www.flickr.com/photos/betapete/


NO GAPS!

WHY MOST PROGRAMS FAIL

Adults typically retain only 10 percent of what they hear in classroom lectures, versus nearly two-thirds when they learn by doing

Though highly successful in individual fields, many people are instinctively uncomfortable (and lacking in confidence) when conversations moved beyond narrow functional expertise

The ability to push participants to reflect, while also giving real work experiences to apply new approaches and hone their skills, is most valuable in emerging markets

Identifying some of the deepest, “below the surface” thoughts, feelings, assumptions, and beliefs is usually a precondition of behavioral change often shirked in development programs

Too many training initiatives rest on the assumption that one size fits all and that the same group of skills (or style) is appropriate regardless of strategy culture, or purpose


McKinsey Quarterly 2014: Why leadership-development programs fail

DETAILED EVALUATION / INDIVIDUAL COACHING

PARTICIPANT:

MAX

FACULTY 1 FACULTY 2 FACULTY 3 AVG grade POSSIBLE

How did the presenter incorporate story? 8 8 8 8.0 1 10Story of discovery of the content was very engaging. In that sense, I

used good initial example. first banner ad. great use cereal of

The ebb-flow was fantastic, but started using terms around

Was the content l inked to everyone’s values and concerns? 4 3 4 3.7 1 5

Very broad swath of territory to cover, but enough presented here

took the layman's i didn't know much about this either mindset

Great intro story on the "I didn't know anything before this" so I

Was a big idea used to keep the presentation focused? 6 8 8 7.3 2 10

yes - marketers love the internet ad and here's why

The banner ad has changed...its been dead forever but it continues

Could you identify a structure? 5 5 3 4.3 1 5 Great structure throughout yes Needed a bit more of a "tell them what youre going to tell them, tell

Were there memorable moments? 5 4 4 4.3 1 5Videos were well selected, architecture scenarios were well

the initial banner The first ad to the million dollar home page was great, the videos

How did they…Amplify the signal / value brevity / balance emotion 5 5 3 4.3 1 5 Excellent selection of visuals use of hte four reasons/ things

why. has a nice conversational Great presentation style and modulation to keep team engaged,

Were you convinced to take action? 9 7 7 7.7 1 10Definitely presented in a way to encorurage more exploration with

Loved the close of what wearables will do for the space and that its all

42 40 37 39.7 1 50

TOOLS 4 4 4 4.0 1 5 Excellent breadth and coverage used a video for RTB

HISTORY 4 5 4 4.3 1 5clear connection at the beginning with the initial banner ad and some

TRENDS SHAPING THE CURRENT LANDSCAPE 5 4 4 4.3 1 5Good 101 level coverage, seems like we need several more sessions to

very clear four things that why marketers love the internet ad

RELATIONSHIPS BETWEEN RELATED TECHNOLOGIES 5 4 4 4.3 1 5

Loved the HL overviews of the arch. flows

not sure this was relevant to this topic, maybe could have

KEY CONSIDERATIONS 4 6 8 6.0 3 10Core tech introduction was good. Need more on things from an

EXAMPLES IN THE WILD 4 4 5 4.3 1 5 Lots of scenarios

RESOURCES 6 6 8 6.7 3 10Trust that the resources will be shared.

USE OF DEMOS OR HOMEWORK 3 3 4 3.3 1 5Liked the attempt to use video, examples of ads. No homework

35 36 41 37.3 1.5 50

FACULTY 2 FACULTY 3

CORE PRESEN

TATION

FRAMEW

ORK

TOTAL

FACULTY FEEDBACK FORM

FACULTY 1

STORY TECHN

IQU

ES

TOTAL

<redacted>

36 July 19, 2014 - Marriott Whitefield, Bengaluru

37 A full house

INCREDIBLE BREAKOUTS

Maximize Engagement Through Content Marketing – 45 mins

Could Mobile Affect Your

Health? – 45 mins

Modern Loyalty for A Connected World – 45 mins

Maximize Innovation Through Social Intelligence – 45 mins

Big Data Isn’t Just a Buzzword – 45 mins

Drive the Software Engineering Revolution – 45 mins

Browser: The Next Engineering Frontier – 45 mins

Think Global: The World Is

Shrinking – 45 mins

Physical Computing’s Effect on Human Evolution – 45 mins

BREAK 10 mins

A CMTO University graduate is a senior technologist, has delivered 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.

SapientNitro CMTO University Class of 2014

Industrial Revolution Steam & Rail

Steel & Electricity Auto & Mass Production

47 We are at a defining moment in history

Source: Carlota Perez, Technological Revolutions and Financial Capital

The reason you (and I) are at MarTech Marketing

Dollars

IT MARKETING

There has never been a better time to be a marketing technologist

49

• What educational backgrounds do we have?

• What skills do we have?

• What skills do we think we need?

• Who do we report to?

• Do we work on the buy or sell side

• Are we excited? Stressed?... about what we do.

“Neo of the Marketing Matrix”

http://www.daisurvey.com/MarTech

presented by:


51 © 2014 SAPIENT CORPORATION | CONFIDENTIAL

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@sheldon_tm

Growing Unicorns: Where The New Marketing Technologists Come From? By Sheldon Monterio

Marketing

Transcript of Growing Unicorns: Where The New Marketing Technologists Come From? By Sheldon Monterio