Growing Unicorns: Where The New Marketing Technologists Come From? By Sheldon Monterio
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Transcript of Growing Unicorns: Where The New Marketing Technologists Come From? By Sheldon Monterio
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GROWING UNICORNS
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Circa 1995, B.G. C++ Developer Employee 196
@sheldon_tm
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12,800 colleagues Helping brands break boundaries where technology and story meet
@sheldon_tm
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The reason you (and I) are at MarTech Marketing
Dollars
IT MARKETING
This impact zone is expanding
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81% of organizations now have the equivalent of a chief marketing technologist,
compared with 70% last year. -- Laura McLellan, Gartner, January 2014
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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
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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
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Source: http://s434.photobucket.com/user/odiaz1206/media/shadow-people_edit.jpg.html
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9
Mama, where do software
architectures come from?
Source: https://www.flickr.com/photos/jmavedillo
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10
Theft
Method
Intuition
Classical system Unprecedented system
Theft
Method
Intuition
Credit: Philippe Kruchten @pbpk University of British Columbia
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“Art is never defect-free. Things that are remarkable never meet spec, because that would make them standardized, not worth talking about.”
― Seth Godin
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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/
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Would that be enough? Source: http://wallpaperswide.com/thoughtful_gorilla_bw-wallpapers.html
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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
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Private & Confidential, SapientNitro © 2013
Has depth and breadth of knowledge across the landscape of marketing technology
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Fluent with the business and
culture of Marketing and
Advertising
Source: http://www.mbatalks.com/top-mba-books-for-marketing-professionals/
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Source: PRNEWSFOTO/PEPSICO/MASHABLE.COM
© 2014 SAPIENT CORPORATION | CONFIDENTIAL
INDRA NOOYI CEO, PepsiCo
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© 2014 SAPIENT CORPORATION | CONFIDENTIAL
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//
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19 © 2014 SAPIENT CORPORATION | CONFIDENTIAL
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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
© 2014 SAPIENT CORPORATION | CONFIDENTIAL
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Source: http://www.paulirish.com/2009/cornify-easter-egg-with-jquery/
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“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
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I had them at Hello!
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24
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INTENSIVE (4+days, over weekends) E-Meet (3 hours, Sunday, virtual)
OCT 2013 JAN 2014 APR 2014 JUL 2014
PROGRAM SCHEDULE
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Private & Confidential, SapientNitro © 2014
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4 ATTITUDE & BEHAVIOR
3 MARKETING
TECHNOLOGY
2 COMMUNICATION
& INFLUENCE
1 MARKETING
FUNDAMENTALS
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Private & Confidential, SapientNitro © 2014
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29
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Attitude & Behavior
Source: Peter Wilkinson https://www.flickr.com/photos/betapete/
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Private & Confidential, SapientNitro © 2014
NO GAPS!
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Private & Confidential, SapientNitro © 2014
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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
Private & Confidential, SapientNitro © 2014
McKinsey Quarterly 2014: Why leadership-development programs fail
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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>
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36 July 19, 2014 - Marriott Whitefield, Bengaluru
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37 A full house
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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
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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.
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SapientNitro CMTO University Class of 2014
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45
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Industrial Revolution Steam & Rail
Steel & Electricity Auto & Mass Production
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47 We are at a defining moment in history
Source: Carlota Perez, Technological Revolutions and Financial Capital
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The reason you (and I) are at MarTech Marketing
Dollars
IT MARKETING
There has never been a better time to be a marketing technologist
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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”
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http://www.daisurvey.com/MarTech
presented by:
© 2014 SAPIENT CORPORATION | CONFIDENTIAL
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51 © 2014 SAPIENT CORPORATION | CONFIDENTIAL
Win an iPad mini Get the Survey Insights
Source: http://www.cnet.com/news/ipad-air-and-ipad-mini-coming-to-three/
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© 2014 SAPIENT CORPORATION | CONFIDENTIAL
THANKS,
http://www.daisurvey.com/MarTech
@sheldon_tm