I continue to receive terrific feedback about my presentation and essay on the rise of the marketing technologist — thank you to everyone who has contributed comments, anecdotes, and ideas.
The pent up desire for marketing to take control of its technological destiny is clearly bursting at the seams.
You’ve inspired me to take that 3,000 word essay and 54 slide presentation and try to boil it down to its essence, in 153 words. In the spirit of revolution, I call it a manifesto:
The Marketing Technology Manifesto
Modern marketing is powered by software.
Software to plan and design new programs.
Software to execute and deliver those programs.
Software to measure and optimize everything.
This is more than information technology.
It is creative, strategic, and brand-defining.
Software is redefining marketing’s capabilities.
Marketing is now faster and more granular.
Marketing is more connected and always on.
Marketing is more accountable and efficient.
Marketing can even be more useful and engaging.
Marketing must master this software.
Marketing must build and buy it.
Marketing must mix and mash it.
Marketing must lead and leverage it.
Such leadership cannot be relegated to IT.
Such leadership cannot be outsourced.
Marketing must control its technological destiny.
Marketing must employ its own technologists.
Marketing must have a “marketing CTO” leader.
Marketing must tap software and data beyond IT.
Marketing must entwine technology in its DNA.
The new culture of marketing is a mash-up:
Strategy, creative, technology, and innovation.