2. Joe Stanhope, Vice President, Principal Analyst
WEBINAR How Market Imperatives Drive The Next Generation Of Enterprise Marketing Technology
Joe Stanhope, Vice President, Principal Analyst
August 23, Call in at 10:55 a.m. Eastern time

4. Agenda
Marketing and technology are intrinsically linked.
Martech’s strategic mission
Critical challenges remain unsolved.
Rethinking martech priorities
The path forward
What’s next?

7. Agenda
Marketing and technology are intrinsically linked.
Martech’s strategic mission
Critical challenges remain unsolved.
Rethinking martech priorities
The path forward
What’s next?

8. Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

9. Marketing technology is ubiquitous
Source: “TechRadar™: Marketing And Advertising Technology, Q1 2016” Forrester report

10. Martech had every advantage
The computing power: SaaS
Source: “Application Adoption Trends 2016: SaaS Expands Across The Enterprise And Across The Globe” Forrester report

11. Martech had every advantage
The computing power: SaaS
Source: “The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016” Forrester report

12. Martech had every advantage
The insights: big data and analytics
Source: “TechRadar™: Business Intelligence, Q1 2015” Forrester report

13. Martech had every advantage
The fundamental need: the age of the customer
Source: “Winning In The Age Of The Customer” Forrester report

14. Agenda
Marketing and technology are intrinsically linked.
Martech’s strategic mission
Critical challenges remain unsolved.
Rethinking martech priorities
The path forward
What’s next?

15. Reaffirming the purpose of martech
Engage the customer to drive growth.
Accomplished via relevance
An expanded definition of relevance
Beyond personalization; one touchpoint, with the right offer, at the right time, isn’t enough.
Cover the entire journey from awareness to advocacy and the ability to move customers through that funnel.
Relevance drives a mutual exchange of value between the customer and a business.

16. Reaffirming the purpose of martech
Help marketers do their jobs.
A utility for the business rather than a constraint
Usable — UX for marketers
Reduce silos — tie together customer experiences rather than fragmenting them.
Intelligent — expose insights to understand what works and why.

17. Reaffirming the purpose of martech
Prepare marketers for the future.
Anticipate a moving target.
Ability to evolve alongside customer relationships
Supports iteration and optimization for continuous improvement
Offers flexibility in technology, data, and touchpoints without replatforming

18. Where is my flying car?

19. Agenda
Marketing and technology are intrinsically linked.
Martech’s strategic mission
Critical challenges remain unsolved.
Rethinking martech priorities
The path forward
What’s next?

20. Enterprise marketing technology has persistent comfort zones
Our tech is really good at specific activities.
Campaign design
Segmentation
Messaging
Buying and delivering ads
Activity reporting

21. Major issues persist: breadth
Deliver the full customer journey
Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016” Forrester report

22. Major issues persist: depth
Power customer insights
Source: “The Customer Insights Center Of Excellence” Forrester report

23. Major issues persist: incentives
Mismatched stakeholder compensation
Spectrum of compensation models: services versus technology versus media
Conflicting outcomes: reach/volume versus targeting
Blurred lines between agencies, tech vendors, SIs, and MSPs
Participants aren’t paid for business value.
Attribution isn’t a silver bullet.

24. Major issues persist: structural
Lack of manageable tech stack options
Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016” Forrester report

25. Major issues persist: structural
Lack of manageable tech stack options
A bifurcated technology landscape traps marketers.
Point solutions
Suites ?! ?!
Marketers

26. Major issues persist: structural
Base: 63 marketers; Source: Forrester’s Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

27. Agenda
Marketing and technology are intrinsically linked.
Martech’s strategic mission
Critical challenges remain unsolved.
Rethinking martech priorities
The path forward
What’s next?

28. Rethinking martech priorities
Meet consumer expectations in a post-digital world
Build for seamless cross-channel experiences.
Reduce emphasis on tactical features and functionality
Create value by investing in knowing your customer and delivering relevant interactions.
Take ownership of strategic data and technology
Keep critical knowledge and systems in-house.

29. Agenda
Marketing and technology are intrinsically linked.
Martech’s strategic mission
Critical challenges remain unsolved.
Rethinking martech priorities
The path forward
What’s next?

30. Aligning with market imperatives
Transform the customer experience.
Drive business growth with privacy.
Age of the customer
Accelerate your digital business.
Turn business insights into action.
Embrace the mobile mind shift.

31. Align technology and business value
Consolidate the control of parallel capabilities.
Data
Analytics
Execution
Tie systems of insight and engagement together.
Isolate and innovate around the true value drivers to create unique capabilities.
This is the enterprise marketing core.

32. The enterprise marketing core
Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

33. 1. Continuous engagement
Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

34. 2. Interaction distribution
Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

35. 3. Journey intelligence
Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

36. 4. Real-time processing
Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

37. 5. Identity resolution
Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

38. The enterprise marketing core puts marketers in control
Incorporate any data or technology
Gain visibility into customer journeys
Create unique intellectual property
Unify offline and digital experiences
Invest in a futureproof technology stack

39. Agenda
Marketing and technology are intrinsically linked.
Martech’s strategic mission
Critical challenges remain unsolved.
Rethinking martech priorities
The path forward
What’s next?

40. Five ways to start now Define the marketing technology stack.
Inventory data, technology, and integrations
Balance buying criteria.
Acquiring tools that work well together is as important or more so than features.
Contextualize campaigns into journeys.
Group the campaigns that comprise holistic customer journeys for categorical orchestration and analysis.
Document the identity graph.
Document how and where customers are identified by mapping identifiers, sources, and position within the customer journey.
Benchmark campaign and business KPIs.
Prepare for the shift to continuous monitoring by understanding measurement parameters, inflection points, time-based trends, and variability.

41. What it means Execution still matters.
Enterprise marketing core functions will be tied to delivery to align with budgets.
Marketing budgets provide the leverage to drive innovation.
Marketers will budget at the customer journey level to tie spend to performance.
Vendors will collaborate to build joint offerings.
Vendors will build new solutions from the ground up.
The robots are coming.
Automated analysis will assist marketers.
Identity resolution is the next competitive battleground.
Corporations’ customer identity graphs and profile data are balance sheet assets.

42. Joe Stanhope