Scott Brinkerion interactive
1 comments 1,730 readsPosted on 2013-06-20
0 comments 601 readsPosted on 2013-06-13
I believe these two things are true:
- Technology is changing very rapidly, and those changes seem to be accelerating.
- Changing an organization — how it thinks and behaves — is still hard and slow.
These two truths are at the core of this blog’s mission: helping marketers understand how marketing technology is changing and how they can successfully adapt their organizations to those changes. But I’ve struggled to find a concise way to visualize the interplay between those two dynamics.
Yesterday, I had an epiphany and sketched the graph at the top of this post.
Consider the Y-axis to be “quantity of change” and the X-axis to be time.
0 comments 477 readsPosted on 2013-06-12
Last month, I was invited on a fascinating marketing roadshow with SAS in southeast Asia, keynoting CMO events in Singapore, Malaysia, Indonesia, the Philippines, and India. I’ve posted my slide deck and an essay version of my presentation on Combining Art & Science in Modern Marketing, if you’d like to read it. (Fair warning: it’s about a 30-minute read — consider it more like a free e-book!)
Although it wasn’t my first visit to the region, it was my first time there in a professional capacity to talk with marketers and business executives about the whirlwind of changes in marketing (see the presentation for a litany of how marketing is collapsing and...
0 comments 734 readsPosted on 2013-06-07
It was a big week for marketing technology.
Salesforce agreed to acquire ExactTarget (which had acquired marketing automation vendor Pardot less than a year ago) for a whopping $2.5 billion. Given that ExactTarget was at ~$356 million revenue yearly run-rate as of last quarter, that’s roughly a 7X multiple on revenue.
Congratulations to all...
0 comments 1,294 readsPosted on 2013-06-06
It’s been a few weeks since my last post — sorry for the radio silence. I’ve been on a whirlwind tour of southeast Asia with SAS, keynoting CMO events in Singapore, Malaysia, Indonesia, the Philippines, and India. It was a fascinating and inspiring journey, but regrettably, I didn’t find much time to write while on the road. But there are many reflections and ideas that I’m eager to share with you now that I’m back.
First, here’s the slide deck for my presentation, Combining Art & Science in Modern Marketing. Below, you’ll find an essay version of my talk. The first half explores ways in which marketing is simultaneously collapsing and expanding, while the second half makes the case for the hybrid marketer scientist.
My central thesis is that marketing vitally needs both art and science, intertwined, to pursue the idealistic-but-not-unattainable intersection of meaning, truth, and money. I’d love to hear what you think.
0 comments 658 readsPosted on 2013-05-15
(This also appears as a guest post on SAS’s Left of the Date Line blog for the Asia Pacific region.)
Later this month, I’ll have the privilege of meeting with groups of CMOs and other marketing leaders across southeast Asia as part of an event tour with SAS Institute. We’ll be visiting Singapore, Malaysia, Indonesia, the Philippines, and India, as well as doing a live webcast for Australia and New Zealand on Tuesday, May 21.
0 comments 789 readsPosted on 2013-05-13
Agile marketing has been gaining a lot of steam over the past year, but we’re still in the “early adopter” stage of this movement.
Most teams that have adopted agile marketing have had to figure it out on their own, improvising from ideas of agile development and adapting the process as they go along. There are precious few published stories of how real teams...
0 comments 907 readsPosted on 2013-05-10
0 comments 325 readsPosted on 2013-05-08
In a world powered by software, the developers who create that software — especially the really good ones — are increasingly the center of influence and power in business. That’s the core thesis of Stephen O’Grady’s brief-but-brilliant, 48-page book, The New Kingmakers: How Developers Conquered the World.
This is highly relevant to marketers and...
0 comments 414 readsPosted on 2013-05-02
As marketers, we want to be better consumers of data. Presented with data and its analysis, we want to be able to judge its accuracy and relevance to our decision making. We want to gauge its ambiguity and uncertainty, even though on the surface we’re being presented with quantified “facts.” We want to detect bias and account for it.
So let’s start with our own statistics in content marketing.
Because, seriously, too many of the stats that are appearing in content marketing these days smell fishy. I don’t want to pick on anyone in particular — there are too many folks doing this to unfairly single out one — so I’ll give you a hypothetical example:
Company X reports that their latest state-of-the-industry survey reveals 72% of marketers are engaging in — or plan to engage in — hamster optimization. Clearly hamster optimization is big! And isn’t that great, because coincidentally Company X just happens to be a hamster optimization...