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.
The title of my presentation will be The Emergent CMO: Combining Art & Science in Modern Marketing, and I thought I’d share a sneak preview of what I’ll be talking about.
In a world where everything is connected, hybrids — people who are able to bridge multiple disciplines — wield tremendous power. They see the interrelationships between things that used to be isolated in silos, and they’re able to creatively combine them in innovative new ways.
For instance, I’ve long championed the hybrid role of marketing technologists — technical professionals who apply their talents in the pursuit of marketing. These aren’t just IT people working indirectly on behalf of marketing. They’re technical professionals who actually identify themselves as marketers. They’re genuinely passionate about marketing. And they’re enthusiastically seeking ways to leverage their technical knowledge in the pursuit of breakthrough marketing ideas.
Of course, not everyone in marketing needs to be a marketing technologist.
However, I have come to believe that everyone in marketing should strive to become a broader kind of hybrid: a marketer scientist. Like a warrior poet or a philosopher king, but for modern marketing.
There’s been a lot of talk lately about the art and science of marketing. Some believe that the explosion of data and technology in our field is pushing out the more creative, intuitive, and human aspects of marketing. This is sometimes framed as “science” replacing “art.” I put those terms in quotes because their interpretation varies depending on who you’re talking to and in what context. Generally, people seem to equate left-brain thinking with science and right-brain thinking with art.
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