This is the talk I gave at Intelligent Content 2014 #ICC2014 and also the keynote address for ContentTech #ContentTech. It's about how CIO/CMO Alignment is about more than just understanding one another - and suggests a framework for addressing the landscape of technology.

1. #ContentTECH
@Robert_Rose

2. #ContentTECH
Hi,
I’m
Robert
Rose
@Robert_Rose
@Robert_Rose

3. #ContentTECH
@Robert_Rose

4. #ContentTECH
Only
three
ideas
I’d
like
you
to
explore
further…
@Robert_Rose
Yeah,
that
and
3
Presents

5. #ContentTECH
The
Content
Marke?ng
journey…
A
Form
Not
A
Formula
•
•
Connected
concepts
Not
a
linear
pathway
@Robert_Rose
Our
customers’
journeys
aren’t
linear
–
so,
why
do
we
expect
that
guiding
them
will
be?

6. #ContentTECH
In
it,
we
see
much
of
the
“digital
transforma?on”
CLASSIC
MARKETING
@Robert_Rose
“Tradi?onal”
1.0
Digital
2.0
Social
&
Content

7. #ContentTECH
But from what decade is our technology?
We
started
with
content…Because,
you
know…
Web
sites!
Web
Analy?cs
Web
Content
Mgmt
Then,
it
was
about
op?mizing
Deliver
right
content
at
the
right
Ame
And
because
CRM
couldn’t
deliver.
Conversion
Analy?cs
And
CRM
is
the
handoff
point
Because,
you
know….
Not
markeAng!
Oh
yeah,
measurement
too…Which
Sales
were
the
“fries
with
that”
for
everything
we
@Robert_Rose
Metrics
purchased.
Marke?ng
Automa?on
CRM

8. #ContentTECH
Then, recently, a disturbance in the force…
The
“appifica?on”
of
marke?ng…
Mobile
MarkeAng
Sales
Enablers
Video
MarkeAng
DAM
CommuniAes
Channel
MarkeAng
Dashboards
CuraAon
Social
Media
@Robert_Rose
Content
MarkeAng
Tools

9. #ContentTECH
Marketing Technology
The
“appifica?on”
of
marke?ng…
@Robert_Rose

10. #ContentTECH
Enter content marketing technologies…
Looking
at
the
process…
1.
Create
&
Edit
Content
2.
Aggregate,
Curate,
OpAmize
Content
3.
Promote,
Converse
&
Listen
4.
Measure
Analyze
&
Learn
@Robert_Rose

11. #ContentTECH
Enter content marketing technologies…
They
are
filling
the
“in
between”
Filling
the
gaps
of
tradiAonal
tech.
5
Categories…
Content
CollaboraAon
CuraAon
&
ConversaAon
Social
Content
AnalyAcs
Engagement
AutomaAon
Na$ve
Adver$sing
&
Promo$on
(not
shown)
@Robert_Rose

12. #ContentTECH
Is this the right map?
Maybe…..
But
it
really
doesn’t
maXer…
what
it
signals
is
more
important
A
strategic
inflec?on
point…
The
process
of
CM
is
becoming
beXer
understood
GeZng
beyond
random
acts
of
technology
will
be
the
key.
@Robert_Rose

13. #ContentTECH
Andy Grove’s strategic inflection points…
RELEVANCE
New Paradigm
Dissonance Gap
Old Paradigm
@Robert_Rose
TIME

14. #ContentTECH
We know we have to change…
The
digital
disrup?on
AffecAng
our
business
and
the
way
we
market
it.
Compe??veness
We
need
to
differenAate.
Innova?on
New
Product
We
need
to
rise
above
the
noise.
@Robert_Rose

15. #ContentTECH
So…..
How do
we change?
@Robert_Rose

16. #ContentTECH
First, we bust the CIO/CMO alignment myths
Not
aligning
separate
strategies
BeXer
communicaAon
is
only
part
of
the
soluAon
It’s
not
becoming
each
other
Knowing
how
to
code
or
write
copy
does
not
an
expert
make
It’s
about
collabora?ng
on
a
new,
unified
strategy
@Robert_Rose

17. #ContentTECH
There’s good reason to collaborate….
@Robert_Rose
•
IBM
CMO
Study
2013

18. #ContentTECH
Who has the trust?
*
Trust
their
CIO’s
*
DON’T
Trust
their
CMO’s
Or
are
even
impressed
with
their
work
*
Fournaise
Group
Study
-­‐
2010
@Robert_Rose

19. #ContentTECH
Who performs?
*
Have
cost
over-­‐runs
17%
go
so
bad
they
threaten
company
**
•
•
Mckinsey
Study
2010
@Robert_Rose
Nielsen
Study
2009
Is
the
average
short-­‐term
return
on
marke?ng
investment

20. #ContentTECH
Currently businesses believe…
Value from technology is predictable and
all that’s needed is better planning.
Marketing is science that should be
solved with algorithms
@Robert_Rose
Neither
is
true

21. #ContentTECH
A unified strategy of content and technology
Leverage
the
unique
strengths
of
each.
This
is
a
bigger
discussion
than
just
content
and
marke?ng...
But
crea?ng
customer
content
experiences
can
be
a
star?ng
point.
@Robert_Rose

22. #ContentTECH
And it’s where content strategy can shine!
Hey
Content
Strategists
-­‐
looking
for
a
Raison
d’Etre
lately?
Content
strategists
can
be
the
driver
of
the
CMO/CIO
alignment.
Content
can
be
the
grounding
force
of
a
business
strategy.
@Robert_Rose
“The
coopera$on
is
there
to
democra$ze
data,
making
it
accessible
and
ac$onable
across
the
enterprise.
What
is
most
obvious
through
these
findings
is
that
this
will
not
be
possible
without
partnership,
and
no
partnership
can
flourish
without
support.”
CMO
Council
4/2013
Big
Data’s
Biggest
Role:
Aligning
the
CMO
and
the
CIO

23. #ContentTECH
A framework built to change….
@Robert_Rose

24. #ContentTECH
It’s already happening…
@Robert_Rose
As
you
start
to
look
at
technologies
–
prepare
ques?ons:
Speed,
flexibility
Vs.
IntegraAon,
portability
Vs.
Scalability,
dependability

25. #ContentTECH
Summing up….
Only
you
can
stop
random
acts
of
technology
Understand
your
buyer’s
journey
–
and
where
technology
will
help
facilitate
you
and
the
customer
@Robert_Rose
Marke?ng
Technology
is
a
collabora?on
–
an
integra?on,
not
agreement
on
different
strategies.
Build
a
unified
strategy
that
drives
value
Use
the
framework
to
ask
beeer
ques?ons
–
and
as
a
“filter”
for
what
kinds
of
technology
to
buy
and
implement.

26. #ContentTECH
Three presents…. Yes, I remembered…
Content
Collabora?on
Tools
13
Vendor
Profiles
&
Landscape
bit.ly/ContentCollabora?onTools
Content
Cura?on
&
Conversa?on
Tools
12
Vendor
Profiles
&
Landscape
bit.ly/ContentCura?onConversa?on
Na?ve
Adver?sing
and
Promo?on
Tools
7
Vendor
Profiles
&
Landscape
bit.ly/ContentNa?veAdver?sing
@Robert_Rose

27. #ContentTECH
Thank
You
@Robert_Rose
@Robert_Rose