Michael KrigsmanFounder@mkrigsmanmkrigsman@cxotalk.com

Scott Brinker:Author & Editor

@chiefmartecsjbrinker@gmail.com

Understanding theMarketing Technology Landscape

Marketing Technology in ContextWhat, Why,

How

You are

here.

Marketing Technology is a Vast Space

Source: Signal, September 2014

Evolving rapidly

Evolving at light speed

Has been growing steadilyHas

evolved slightlyNot

much

Analytics software affects our perceptions.

Marketing automation software affects our processes.

Social media software affects our engagement strategy.

Marketing apps software affects our touchpoints.

CRM software, by definition, affects our relationships.

Does Marketing Technology Help Us Sell?

Relationship Drives Revenue

Most companies think they arecustomer-focused

Do Customers Agree?

No. Delivery Gap

Talkis cheap

TraditionalTools / CRM

are for Manageme

ntYuck

.

CRM Train Wrecks are

Common

.

CRM Failure Rates

Gartner 2001: 50%Butler Group 2002: 70%Selling Power, CSO Forum 2002: 69.3%AMR Research 2005: 18%AMR Research 2006: 31%AMR Research 2007: 29%Forrester Research 2009: 47%

Digital Empowers the Individual

Digital: Transparent GoodnessClarity on customer behavior and actionsBrand openness and availability

Meg BearGroup Vice President

“Interaction with customers that feels much more personalized because it’s direct and targeted. While simultaneously being

much more material to your business.”

DigitalExpectations

Tailored contentOngoing relationshipEfficiency

Larry Augustin

CEO

“Engagement is a measureof customer satisfaction.”

Engagement Makes Money!!!

Digital influence

on retail sales(physical stores)

Marketer Marketing Software

Web Services

Client Software

CustomerExperience

What’s a marketer to do?

MarTech: Team Sport

Marketing expertsCreative typesTechnologists and IT

Marketing Expertise

Tech

nolo

gy E

xper

tise

Old School Marketers

Old

Sch

ool

IT &

Eng

inee

rs

Marketing Expertise

Tech

nolo

gy E

xper

tise

Old School Marketers

New School:Marketing TechnologistsCreative Technologists

Growth HackersChief Digital Officers

Data ScientistsO

ld S

choo

lIT

& E

ngin

eers

AdaptorDie

Worldwide Marketing Software Forecast 2014-2018

Source: IDC

$20.2 billion

$32.4 billion

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

Kim Stevenson

CIO

“There are no IT projects.They are all business projects.”

Are You Marketing or Technology?

79 percent Have own technology budget

27 percent of tech spend Outside of IT

43 percent Technology development is too slow

CMO Survey

Mission: Listen and Serve

Create Loyalty

3Empowercustomer

relationships

2Amplify

the customer’s

voice

1Listento the

customer

The Marketing Technologist’s Opportunity

4Build

loyalty and engageme

nt

MarTech Magnifies

Your Impact

10x