The Real Potential of Marketing Automation, the Real Potential of You

Copyright © CleverTouch Marketing 2015

The real potential of Marketing

Automation, the real potential of You

Adam Sharp

MD & Co-founder




Adam Sharp

MD & Co-founder


Some ideasUnderstanding of MAWhy it is so top of mindCareer building?A contrarian view too



“There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know.”

Search: ’Unknowns Donald’

Bounded Rationality


(my own) Bounded Rationality


IN AN INCREASINGLY CONNECTED WORLD A DIGITAL PRESENCE HAS TO BE CENTRAL TO EVERYTHING YOU DO. SURELY?


DIGITAL DISRUPTION TO TRADITIONAL INDUSTRIES


Marketing isn’t easy.

CAPITALISM OR CONSUMERISM


YOU WILL HAVE LOTS OF DISTRACTIONS

IMPORTANT YOU UNDERSTAND YOUR PURPOSE



7 big changes happening NOW

• Business Strategy is too slow1. Digital

Darwinism will be quicker and more brutal (Digital transformation)

2. Digital Marketing no longer on the periphery AND it can’t be owned by IT.




• Customer NOT Content (is King)3. Service is the new

battleground4. Customer Journey

is being replaced by Customer Experience.

5. The linear Customer Journey is a myth, Always-on MA is just the start.




• Marketing REINVENTED6. Sales and

Marketing organizations and have been reinvented, so skills need to be re-evaluated & reinvented too.

7. Forecasting & Insight will have higher currency than Reporting



2. Digital Marketing no longer on periphery

or owned by IT…

…in fact it is just MarketingCopyright © CleverTouch Marketing 2015


Q: ‘What is the purpose of your website?’

1. Establish creds

2. Sell products

3. Generate leads

1. To help your customers

2. Drive new service levels & products



Forget content is king

Forget quarterly campaigns

Forget creative as a sole source of differentiation


Marketing………a Profit Centre or Cost Centre?



It is easy to build just another brochure.

The smart CMOs of the future are the ones that use

the web to redefine

marketing and the business itself.



The digital leaders of the future will combine the digital experience with the physical experience, and as part of this will embed Digital capabilities into their organization for their own customer insight and future ‘Digital Darwinsim’.

Where next?




Adam Sharp

MD & Co-founder