Chief Marketing Technologists Symbolize Marketing’s Changing Role This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates, and is for the sole use of Gartner’s intended audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and may not be further copied, distributed, or publicly displayed without the express written permission of Gartner, Inc. and/or its affiliates. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Laura McLellan laura.mclellan@gartner.com @lauramclellan © 2014 Gartner, Inc. and/or its affiliates. All rights reserved Gartner for Marketing Leaders Talk about making a big splash … 1 “By 2017, the CMO will spend more on IT* than the CIO” * Technology and technology-enabled services from external marketing service providers © 2014 Gartner, Inc. and/or its affiliates. All rights reserved Gartner for Marketing Leaders Preview 2 • It's no secret that companies increasingly rely on marketing to achieve key business objectives. Nor that marketing relies on technology and data to accomplish this. As a result, demand for dedicated marketing technology expertise is high. • Organizational solutions to meet the need go far beyond adding skills and capabilities – they need to simultaneously accommodate profound changes in the role marketing plays. • The best chief marketing technologists accelerate the shift from traditional governance, sourcing, and risk management to agile processes, a results mindset and culture of innovation. This presentation distills the most critical trends and ramifications. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved Gartner for Marketing Leaders Storyline 3 • What’s happening • What’s the impact • What are the implications • Where chief marketing technologists fit in • What’s next What’s happening is digital disruption Gartner for Marketing Leaders © 2014 Gartner, Inc. and/or its affiliates. All rights reserved 4 © 2014 Gartner, Inc. and/or its affiliates. All rights reserved Gartner for Marketing Leaders Disruption at the business level … 5 Disruption at the technology level … Gartner for Marketing Leaders © 2014 Gartner, Inc. and/or its affiliates. All rights reserved 6 © 2014 Gartner, Inc. and/or its affiliates. All rights reserved Gartner for Marketing Leaders Disruption at the people level … 7 8 Major impacts to marketing The customer is now in charge The sales funnel is blown to bits The economy is all about the experience Data is the driver of decisions Innovative technology underlies it all Gartner for Marketing Leaders © 2014 Gartner, Inc. and/or its affiliates. All rights reserved © 2014 Gartner, Inc. and/or its affiliates. All rights reserved Gartner for Marketing Leaders Impact: the customer is now in charge 9 9 Very brand loyal [...]... Gartner for Marketing Leaders Implication - organization adds new roles Chief Digital Officer Chief Customer Officer CMO Digital Marketing Bus Strategist Digital Marketing Manager Marketing Analytics Mgr Innovation Executive VP Marketing Digital Commerce Chief marketing technologist DM Operations Traditional Marketing Data Executive Mgr Social DM Center of Multichannel Dig Mktg Marketing Excellence Marketing. .. Strategic Pressures Expand the Chief Marketing Technologist Mandate G00266856 • Find a Chief Marketing Technologist to Seize Business Advantage G00262061 • What the Chief Marketing Technologist Needs to Know About the Digital Marketing Hype Cycle G00266857 • How the Presence of a Chief Marketing Technologist Impacts Marketing G00259204 • HBR article “The Rise of the Chief Marketing Technolgist” available... reserved Technology marketing skills Gartner for Marketing Leaders Implication – budget (+ complexity) rises Budget as % of Revenue 10.4% 10.7% + 20% 2.5% 3.1% Total Marketing 2012 n = 285 (2013) & 203 (2012) * Companies with revenue > $500M 20 © 2014 Gartner, Inc and/or its affiliates All rights reserved Digital Marketing 2013 Share background Gartner for Marketing Leaders Chief marketing technologists. .. Sourcing Mgr Mobile Marketing Marketing Digital Offering Development DM Systems Business Analyst Mgr Content Dig Mktg Internal IT Marketing Measurement Liaison Partner Marketing 18 © 2014 Gartner, Inc and/or its affiliates All rights reserved Integration Branding Field Marketing Corporate Communications Gartner for Marketing Leaders Implication – marketers are equally technologists Creative marketing skills... Impacts Marketing G00259204 • HBR article “The Rise of the Chief Marketing Technolgist” available free at http://www.gartner.com /marketing/ digital/ 33 © 2014 Gartner, Inc and/or its affiliates All rights reserved Chief Marketing Technologists Symbolize Marketing s Changing Role Laura McLellan laura.mclellan@gartner.com @lauramclellan This presentation, including any supporting materials, is owned by... technologist 2012 Gartner for Marketing Leaders in 2013 81% do 83% Have a 80% marketing innovation Have a budget marketing capital budget Chief Marketing Technologist: The equivalent of a CTO and CIO dedicated to marketing, familiar with all kinds of marketing software, data and analytics, social and mobile platforms, content marketing, Web mechanics, and digital advertising networks, among other topics... the equivalent of a Chief Marketing Technologist 23 © 2014 Gartner, Inc and/or its affiliates All rights reserved Gartner for Marketing Leaders CMT responsibilities continuum Align marketing technology with business goals 67 Facilitate projects and communications between marketing and internal IT 65 Select, evaluate and choose marketing technology providers 63 Prioritize funding for marketing technologies... affiliates All rights reserved Gartner for Marketing Leaders Major implications Marketing s role is expanding IT moves to a bimodal organization CEO’s shift investment priorities Marketers are equally technologists Budget (& complexity) rises 14 © 2014 Gartner, Inc and/or its affiliates All rights reserved Gartner for Marketing Leaders Implication – marketing s role is expanding The Digital CMO and their... continuum CMTs improve marketing/ IT dynamic CMTs help push adoption of adaptive sourcing 21 © 2014 Gartner, Inc and/or its affiliates All rights reserved Gartner for Marketing Leaders The chief marketing technologist comes of age 22 © 2014 Gartner, Inc and/or its affiliates All rights reserved 81% of large companies now have the equivalent of a chief marketing technologist 2012 Gartner for Marketing Leaders... Gartner, Inc and/or its affiliates All rights reserved Gartner for Marketing Leaders What’s next CMTs expand their role in innovation More consolidation of sales & marketing Marketing technology integration 3 upcoming “flash points” 27 © 2014 Gartner, Inc and/or its affiliates All rights reserved Gartner for Marketing Leaders CMTs expand their role in innovation Drive Lead Will the team primarily respond . adds new roles VP Marketing Digital Marketing Manager Mgr. Social Marketing Mgr. Mobile Marketing Mgr. Content Marketing Marketing Analytics Mgr DM Center of Excellence Marketing. Chief Marketing Technologists Symbolize Marketing s Changing Role This presentation, including any supporting materials, is owned. Integration Multichannel Marketing Partner Marketing Chief marketing technologist Data Executive Digital Marketing Bus. Strategist CMO Chief Digital Officer Chief Customer Officer