Speed Geeking – Part 2 of 3

May 15, 2013

More recaps of the seven-minute Pecha Kucha-style presentations by our seven speakers at the May 8th Digital Agency Panel, which was the final BCAMA Evening Speaker Series event for 2012/2013:

Pay Attention to the Role of CMT

Melody Chan from Graphically Speaking sort of clobbered us over the head with the Chief Marketing Technologist. Essentially, if you don’t have one in your agency/organization, then bloody well get one or you’ll be left in the competitive dust.

From the 30,000-foot point of view, to say that we’re living in a technology-driven world has gone beyond common trope to a fact that not everyone easily has come to terms with. Marketing has always been a mixture of art and science. In the past, both were kind of muddy. Which informs which? People go into marketing because of the creative part and then allow for the discipline of science to sculpt the art to drive client revenue. We have to ask if this model still goes. Is there still a Marketing/IT divide?

So, in the reputed era of Big Data, Melody wants us to start paying attention to the role of Chief Marketing Technologist (CMT), because pretty soon they’re going to be your boss.


So what is the CMT doing? Think of this very short list:

  • Social media ad management
  • Email management (a big one)
  • Website customization and optimization
  • And more than a little more…

Software helps manage customer experience and increasingly defines customer experience. Software (Facebook, Twitter, etc.) is the interface, and software is the touchpoint. Some studies have shown that there are as many as 18+ digital touchpoints before a major customer decision is made.

So, who is this CMT person anyway? At our shop, we have a dusty long-haired incomprehensible geek who needs direct one-point questions if you want to avoid long and rambling answers. He’s kind of cool and when he gets going, he gets results. As tech-driven as a CMT may be, he or she must also be aware of, and be driven by, marketing and hence at the client end, sales. It’s about results.

Digital Maturity…It’s About Process (which is not a bad word, by the way)

The next presentation, from Dean Elissat at Engine Digital, was a real switch from the single point piece that we usually have to listen to. This was a pitch about maturity, and how to make money.

The evolution of the vendor/buyer relationship changes quickly. So how does a vendor of really informed digital sales & services operate with a digitally informed client? How do you work with your client? It’s by being embedded in the client’s process, showing a bit of leadership, and guiding them through.

Here are stages that Dean talked us through:

ED Digital Maturity Model - Client_Agency 2

It’s quite simple. You start (actually, you start with sales…but never mind) by being a provider of production services – you’re a cool website builder. Then you move into a little bit of strategy with subdivisions of big players, until you become a “partner”, and so on, happily ever after.

The end game being becoming the key player in the identification and cultivation of business opportunities as they occur. Meaning a strategic business development embed (emphasis first syllable), rather than “vendor”. Gee guys, did I get this right?

Engine Digital is a very well-respected and growing agency. They have a lot to share.

Bruce Nickson is employed in the sales and marketing of engineering services and is embarking on (yet another) startup in the technology space.