Scott Brinker

6 questions with SAP’s chief marketing technologist

February 19, 2014 / Interviews / By Scott Brinker / Leave a Comment

When I posted my presentation The Marketing Technologist: Neo of the Marketing Matrix a few months ago, one of the people who commented on it was Nancy Fessatidis, VP of Marketing Operations at SAP: Great post Scott. The CMT role has served us well at SAP. We call this our Business Information Officer (BIO). It’s a critical role not just in Marketing but in every key line of business — to help translate our business …

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Software is the new channel middleman in marketing

February 14, 2014 / Marketing Management / By Scott Brinker / 16 Comments

The Internet was supposed to be The Great Disintermediation Machine, collapsing the relationship between marketers and customers from this: To this: And indeed, that disintermediation has happened in many businesses. E-commerce is now over a trillion dollars a year. While some of that goes through Internet retailers like Amazon, much of it is direct with brands themselves. For pure digital businesses, such as software-as-a-service (SaaS) subscriptions — where the marketer and the customer are separated …

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What if 1,000+ marketing technology vendors were the new normal?

February 8, 2014 / Marketing Software / By Scott Brinker / 27 Comments

Overcrowded. That was probably the most common remark to my latest marketing technology landscape. Well, aside from more colorful exclamations that decorum prevents me from repeating. And the truth is that this graphic, even with nearly 1,000 companies represented, was far from complete. There are hundreds of great companies that weren’t included: AppNexus, AdColony, Addroid, Adestra, Aginity, Ambassador, Amobee, Amplifinity, Avoka, and AWeber are just the ones beginning with the letter “A” that people noted …

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50 Year Trajectory of Hardware and Software

81% of big firms now have a chief marketing technologist

January 29, 2014 / Marketing Management / By Scott Brinker / 13 Comments

Looking at the latest marketing technology landscape, you might ask yourself, “How the heck do marketers make sense of all of this?” Increasingly, the answer is: they have a chief marketing technologist. A terrific new research report by Laura McLellan of Gartner, How the Presence of a Chief Marketing Technologist Impacts Marketing, confirms that this senior hybrid role — “part strategist, part creative and part technologist” and “broadly the equivalent of a CTO and a …

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Primary Responsibilities of Chief Marketing Technologists

Strategy, marketing, and technology are all intertwined

January 20, 2014 / Marketing Management / By Scott Brinker / 8 Comments

Joe Pulizzi and Robert Rose covered my latest marketing technology landscape as part of their PNR: This Old Marketing podcast this week. They start on this segment around the 24:49 mark, with a riff on the Saturday Night Live The Rent Is Too Damn High skit. “Digital marketing is too damn complicated!” It’s a terrific discussion about the interplay between marketing, technology, IT, strategy, and process. These were some of the points raised in their …

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Marketing Technology Landscape Supergraphic (2014)

January 7, 2014 / Marketing Software / By Scott Brinker / 245 Comments

UPDATE: The 2020 Marketing Technology Landscape is now available. The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB). It represents a whopping 947 different companies that provide software for marketers, organized into 43 categories across 6 major classes. A high-resolution PDF version is also available (14.3MB). Please feel free to copy, repost, distribute, and use this graphic “as is” in any …

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Marketing Technology Landscape Supergraphic (2014) Thumbnail

The marketing automation super-collider of 2014

December 20, 2013 / Marketing Software / By Scott Brinker / 24 Comments

I started working on a new version of a marketing landscape that will be released early next month. The last one I did was back in 2012, and a lot has happened since then. One thing in particular that has surprised me in my research is how much the marketing automation category has expanded. While I’ve expected the overall marketing technology space to expand, I’ve largely subscribed to the narrative that the marketing automation category …

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Free chapter from Multi-Channel Marketing Ecosystems

December 17, 2013 / Marketing Management / By Scott Brinker / 1 Comment

I recently contributed a chapter to a book called Multi-Channel Marketing Ecosystems, edited by Markus Stahlberg and Ville Maila. The book offers a variety of perspectives from 32 contributors on “the seismic shift from a single TV-centric path to a multichannel interactive ecosystem which puts digital technology at the heart of every campaign.” To promote the book, the publisher has agreed to let me distribute my chapter — Chapter 9: Software-driven marketing ROI — for …

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Free chapter from Multi-Channel Marketing Ecosystems: Software-driven marketing ROI chapter

One CMO’s advice for getting started with agile marketing

December 8, 2013 / Agile Marketing / By Scott Brinker / 1 Comment

Sometimes an idea is just ready to happen and is simultaneously discovered by multiple people at once. A famous example is when Newton and Leibniz independently invented calculus. Another is agile marketing. Some years ago, after agile software development had gained significant momentum, several different marketing leaders independently realized, “Hey, this agile approach might work in my department…” And agile marketing was born. Jascha Kaykas-Wolff, now the CMO of Mindjet, was one of those early …

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The Marketing Technologist: Neo of the Marketing Matrix

December 3, 2013 / Marketing Management / By Scott Brinker / 16 Comments

Today, I’m giving one of the opening keynotes at the Gilbane Conference, making the case for why marketing technologists are amazing, Neo-like characters in the marketing world equivalent of The Matrix. The attendees, a 50/50 mix of IT and marketing professionals, are collectively the ideal audience for this. It’s the combination of their talents — increasingly blended into hybrid roles such as marketing technologists, creative technologists, growth hackers, and data scientists — that represents the …

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