SAN JOSE, CA — Growing up in India, Freshly CMO Mayur Gupta said it was his mother who persuasion him to begin his career as an engineer.

” My mom inspired — or told me — to become an technologist ,” said Gupta during his keynote session at this year’s MarTech Conference,” I listened to her and went down that course .” In the early days Gupta said he was like a hammer looking for a fingernail, just trying to write code as a technologist. Fast forward 5 year, his whole world change where reference is becomes a product make at Sapient, moving from engineering to marketing.

Engineering as a mindset. Gupta says it was an incredible suffer for him, moving from engineering into product managing and eventually into strategy while at Sapien. The fundamental change in Gupta’s career happened when he left Sapien after twelve years and was named chief marketing technologist for Kimberly Clark.

It was during his time at Kimberly Clark that he began to understand the task wasn’t just about these new technologies — it was about the outcomes. He began to see engineering as a mindset that could be applied to marketing.

” I wanted to apply that mindset to everything ,” said Gupta, explaining that, as a technologist, his position was to simplify every single thing the company did. Once he gained a deeper understanding of how engineering and technological sciences could be applied to all the aspects of the business he began looking at data differently.

” How do you utilize the data so you make the experience more relevant. More humanistic ?” said Gupta.

CTO or CMO? A few years into his persona as a director marketing technologist, he knew he had to decide which career route he was going to take. He had to ask himself if he wanted to continue down these new technologies direction with hopes of becoming a CTO one day, or did he want to go deeper into marketing?

” We’re all victims of marketing every single period ,” joked Gupta. He took the marketing direction, with the sentiment that marketers had to stop marketing. He coined the” engineering of selling” ideology because, for him, traditional marketing didn’t make sense — what did make sense was applying what he knew about engineering to his marketing role.

” What I did know as an technologist was how to stitch it all together ,” said Gupta. He says marketers must understand that your clients are your brand. That marketers need to sync “the consumers ” suffer to deliver what buyers need before they know they need it.

” A mama waiting to buy her next parcel of nappies isn’t waiting for the next marketing campaign ,” said Gupta. Marketers have to let go of imagining in terms of campaigns and canals because at the end of the day it is about outcomes and applying agile principles to the work.

Shaking up the marketing regulations. For Gupta, marketing needs to focus on velocity over perfection. He said that developing a label is directly connected to the brand’s user value and user base. He doesn’t believe everything in marketing has to be measurable.

” While there is so much emphasis on data, we don’t have to to be data-driven .”

Gupta finds a distinct discrepancies between data and revelation:” While data can give you the facts, revelation can give you the truth .”

What’s clear listening to Gupta talk about technology, marketing and his job, is how much he attaches what he does for labels with his own importance structure. His focus during the last three years has been on science as it pertains to our culture.

” Learning the artwork of science and culture, learning to respect your idea system — because that’s what drives your culture.”

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