Blog – Page 67 – Chief Marketing Technologist

Marketing takes over IT, sales takes over marketing

April 1, 2013 / Other / By Scott Brinker / Leave a Comment

The start of this new quarter has proven to be a tipping point. We’ve now heard of several leading enterprises that are undertaking a major restructuring of marketing, IT, and sales to better align themselves with the market forces of the 21st century. Under this new organizational structure — code-named “Greener Grass” at one Fortune 500 firm — the following changes are being implemented immediately: Marketing will now officially take over IT. This shift was inevitable …

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Marketers must be equal parts creative, tech, and finance

March 27, 2013 / Marketing Management / By Scott Brinker / 1 Comment

Earlier this month, I read Oracle/Eloqua’s new report on Defining the Modern Marketer: From Ideal to Real. One of the more fascinating aspects of the report, based on a survey of 556 B2B marketers, was the shifting balance between the “art” of marketing and the “science” of marketing. Which lead me to write: what do you mean by marketing as a science? To better answer that question, I was able to have the following Q&A …

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A CMO, a CIO, and a chief digital officer walk into a bar…

March 24, 2013 / Marketing Management / By Scott Brinker / 15 Comments

The CMO asks for a drink. The bartender says, “Hmm, no, sorry, from the look of you, I don’t think you know how to hold your liquor.” The CIO asks for a drink. The bartender replies, “I know you know how to drink, but sorry, you haven’t paid off your tab from all those drinks you bought over the past 10 years.” The chief digital officer approaches the bar, but before he can ask, the …

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Build and nurture an analytical culture across marketing

March 22, 2013 / Interviews / By Scott Brinker / 2 Comments

I’ve come to believe that organizational culture is the quintessential competitive advantage. That’s why, for all the tremendous changes underway in the world of marketing today, I’m most fascinated by the evolution of culture in marketing departments, as a function of new responsibilities, new technologies, and — most of all — new people with new skills and perspectives. My presentation earlier this week on agile marketing was, at its core, a talk about culture. One …

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Agile marketing for a world of constant change

March 19, 2013 / Agile Marketing / By Scott Brinker / 13 Comments

[UPDATE: I’ve also posted a video recording of this agile marketing presentation that I gave at the Marketo User Summit in April 2013.] Today I’m giving a presentation at the Marketing Operations Executive Summit on agile marketing. Given the tremendous disruption in marketing and business today, I truly believe that embracing an agile approach to marketing management may be the single most valuable decision an organization can make. Here’s my slide deck, along with an …

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Nationwide CMO credits marketing technologist

March 16, 2013 / Marketing Management / By Scott Brinker / Leave a Comment

On the heels of Gartner’s recent confirmation that marketing technologists are proliferating within marketing departments, I came across this great example in an article in Insurance & Technology — Nationwide CMO: ‘I Have Double-Digit Million Dollars in IT Projects’. In an interview with associate editor Nathan Golia, Nationwide’s EVP and CMO Matt Jauchius acknowledged that marketing is now investing a tremendous amount of money into technology — the double-digit millions of dollars mentioned in the …

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Gartner confirms 70% have chief marketing technologist

March 13, 2013 / Marketing Management / By Scott Brinker / 5 Comments

Last year, Gartner found a surprising result — should I have been surprised? — from their high-tech marketing budget survey: 72% of their respondents indicated that there was a “chief marketing technologist” type role in their organization. While I’ve been predicting the rise of the marketing technologist for several years, that struck me as a spectacularly rapid adoption rate. Had we reached a tipping point? Now, last week, they released key findings from their U.S. …

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What do you mean by marketing as a science?

March 5, 2013 / Marketing Management / By Scott Brinker / 9 Comments

I’m fascinated by this chart that was included in a recent report by Eloqua and BtoB Magazine, Defining the Modern Marketer: From Ideal to Real. Based on a survey of 556 B2B marketing professionals from companies of all sizes and industries, the report reveals current perceptions about what “modern marketing” is today — and should be tomorrow. At first glance, the tall blue and red peaks in the middle pop out, showing that the largest percentage …

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“Brand debt” and a gap in the agile marketing manifesto

March 3, 2013 / Agile Marketing / By Scott Brinker / 8 Comments

Agile marketing is often celebrated for speed — empowering marketing teams to get more ideas out into the market faster. But while that is often a valuable side benefit, it’s not one of the key principles behind agile marketing. In fact, putting too much emphasis on speed can be detrimental to marketing’s larger mission. The heart of agile marketing is really its adaptability. By breaking ideas into small pieces and using short work cycles to …

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How formal should your marketing experiments be?

February 28, 2013 / Marketing Management / By Scott Brinker / 1 Comment

How formal should your marketing experimentation programs be? That was the question I was asking myself looking at the above “test definition brief” that was included in a report jointly produced by Google and the Marketing Leadership Council: The Digital Evolution in B2B Marketing. The report — which I think is terrific overall for a behind-the-scenes look at how several larger enterprises are integrating digital marketing more holistically into their organizations — raises the concern …

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