5 secrets to success with it / marketing collaboration

@AngWWells @vdimauro #EE13 #socbizresearch

Five Secrets to Success with Your Tech Team

Vanessa DiMauroCEOLeader Networks

Angela WellsDirector, Outbound Product ManagementOracle


Safe Harbor Statement

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.


About Us

• Vanessa DiMauro• CEO• @vdimauro• [email protected]• Worked on ARPANET

• Angela Wells• Director, Product Strategy• @AngWWells• [email protected]• Sports fanatic – including 8 of

the last 9 NCAA Final Fours

mailto:[email protected]





About Oracle Social

Industry’s Only Comprehensive & Integrated Social Solution

Social Marketing

Social Engagement & Monitoring

Social Network

Social Data


Powering Modern MarketingOracleEloqua

Oracle SRM

Oracle Cloud

CompleteDigital

MarketingSolution

Industry’s First Complete Digital + Social Marketing

Solution


Today’s Takeaways

• Technology empowers consumers & demands a lot of CMOs

• Social business is changing how Marketing and IT leaders work

• Significant obstacles exist to collaboration, starting with culture change

• Collaboration improves professional effectiveness & offers significant operational benefits

• You can start today!


WHAT’S HAPPENING WITH TECH?


St. Peter’s Square, Rome

Mobile, Digital, Social via the Cloud

Technology Changing Everything


Your Customers & Employees are Always Connected, Sharing, Aware


Consumerization is Affecting You

Mass media Internet / 1:1 Social/Mobile

Customer Power and Choice

Company Power and Voice

CUSTOMERS TAKE CONTROL

1% of consumers feel that their expectations for a good experience are met

86% of consumers will pay more for a better customer experience

89% of consumers switched to a competitor after a poor experience

Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.


Source: Make B2B Marketing Thrive In The Age Of The Customer, Forrester Research, Inc. May 2013”

Consumers have Control… and Won’t Give it Back


EVOLVING ROLE OF CMO


CMO’s Tenure Nearly Doubled from 23 Months in 2004 to 45 Months in 2012.

April 2013

CMO Tenures on the Rise?

Spencer Stuart Survey (Executive Search Firm)


CMO is Not A Stable Position

Source: WSJ, CIO Magazine(2012), (AdAge (2013), Forbes (2013)

CEO CFO CIO CMO CCO0

1020304050607080

Average Tenure of C-Suite

Months


Role of Today’s Marketer Much Different

“The increased complexity of the job has made CMOs more fulfilled, challenged and respected...

The responsibilities now include social media, content, mobile, back-end technology, e-commerce and more.”

- Advertising Age (May 6, 2013)


CMOs Have So Many “Top” Priorities

Source: SAS/Economist Intelligence Unit, June 2013

Retaining customers

10%Entering

new markets

13%

Creating new products &

services

13%

Improving organization’s

reputation

16%

Driving revenue growth

31%

Finding new customers

17%


Marketing has Limited Control

PAID

EARNED

OWNED

REACH

CONTROL

• Owned: The easy part– Info you create and publish

• Paid: The expensive part– Info you pay to post

• Earned: The riskiest part– Info others say about you


COLLABORATION IS KEY


Embrace Change to Succeed


“By 2017 the CMO will spend more on IT than the CIO.”

Gartner studyJanuary 2012

An Eye-Catching Study Emerges


A Hybrid Need Exists

Marketing IT

CX Management

Service

Strategic Vision

Consumer-Facing

Competitive Data

CRM

Mobile

Digital Advertising

Mobile

Infrastructure

Social

Email

Cost Efficiency

Consumerization

Enterprise IT

Innovation

New Technologies

New Technologies

Security

Internal Focus

OperationsInnovation

Analytics

Big Data

ecommerce


Only 10% of Marketing and IT executives interviewed believe collaboration between CMOs and CIOs is currently sufficient.

Accenture

August 2013

IT & Marketing Must Collaborate


More than 51% of marketers cite “missing processes and accountability” and 42% cite “organizational silos” as obstacles to delivering a positive customer experience.

Neolane Survey of 200 global heads of marketing

June 2013

Organizational Silos Causing Problems


Embrace Change & Drive Strategy

CollaborativeSocial

Enterprise

People

Technology

ProcessConnectedEmpoweredConsumer


MARKETING IS LEADING THE CHARGECollaboration is Essential… and Becoming Inevitable


Purpose of the study:

• Explore the changing relationship between Marketing and IT due to social business• Identify potential opportunities from increased levels of collaboration

Sample composition:• 662 Marketing and 263 IT leaders

– 100+ employees– Currently use at least one social platform

About The Study


Social Business Practices are Changing Marketing and IT Roles

• Marketing and IT can now collaborate more effectively.

• Social business brings greater awareness of thought leadership, a stronger voice in management decisions and the ability to articulate ROI.

• Marketing and IT need to both acquire (for themselves) and hire new skill-sets (for the organization).


No change

I need to learn to manage millennial resources

I need new leadership/management skills

I am hiring new/different skills

I can articulate ROI better/differently

I have a stronger voice in management decisions

I need new/different technical skills

I have a greater awareness of thought leadership agenda

I have the ability to collaborate more effectively

10%

3%

5%

6%

10%

11%

15%

12%

16%

1%

4%

7%

5%

9%

10%

12%

15%

15%

3%

6%

5%

7%

10%

10%

9%

12%

12%

First Second Third

IT respondents are more likely to report this change

Marketing respondents are more likely to report this change

n=821

How is your role evolving due to social business? Rank the top three responses


Social Business Benefits the Whole Organization - Secret # 1: Get C-Suite Buy-in for Shared Goals

CEO

CMO CIO CFO


Frequently Occassionally Rarely Never

26%

37%

25%

13%

36%

45%

17%

3%

IT Marketing

In your role as a Marketing or IT professional,how frequently do you collaborate with your Organization’s Marketing team on projects or initiatives?

IT N=244

Marketing N=594


Non-Existent

Poor

Adequate

Excellent

16%

13%

50%

21%

4%

16%

57%

23%

Marketing IT

How would you classify your current collaboration with Marketing (IT)?


Advance from Just “Adequate”- Secret #2: Understand Your Peer’s Perspective

Can IT move at the speed of marketing?

Does Marketing realize how

hard this is?


IT N=72Marketing N=117

Other

I do see the benefit, but my peer(s) don’t welcome it

I don’t see the benefit

I do see the benefit, but neither team prioritizes it

I do see the benefit, but my company culture doesn’t enable it

26%

7%

10%

29%

31%

21%

17%

5%

34%

47%

MarketingIT

Common fill-in responses include:IT is outsourcedIT doesn’t support social mediaIT doesn’t welcome itNo connection between IT and marketingMy customers are internal

Why don’t you collaborate well with Marketing (IT)? Select all that apply


Culture of Collaboration Starts With You Secret #3: Be the Role Model

Reach out. Make the first move. Make the first five moves, if that’s what it takes.

Pick a point of customer pain that has IT / Marketing implications and try to solve it together!


How has your relationship with Marketing (IT) changed over the past 12 months?

IT N=246Marketing N = 590

We Collaborate Less

No Change

We Collaborate More

2%

60%

38%

2%

56%

41%

Marketing IT

Characteristics of organizations that report collaborating more• Typically larger in size (<50K

employees was top response) • From the technology,

manufacturing, financial services and business services industries.


Increased Collaboration Can Yield Many Benefits - Secret #4: Find Meaningful Metrics

2.5 quintillion bytes

of data created every day

Want Engagement, Not Likes


How, if at all, has this change in collaboration impacted your effectiveness as a professional?

IT N=96Marketing N = 257

I Am Less Effective No Change in Efficiency I Am More Effective0%

20%

40%

60%

80%

0%

27%

71%

2%

23%

74%

ITMarketing


Other

No benefits

Increased share of budget

Fewer defects in the products or services we offer

Reduction in project costs

Greater adoption of the products or services we offer

Faster speed to market with products and services

Stronger/more compelling marketing messages

2%

2%

17%

27%

36%

42%

43%

51%

2%

2%

13%

26%

23%

40%

47%

54%

MarketingIT

What, if any, are the benefits of increased collaboration? Select top three

IT N=88Marketing N= 237


Collaboration Helps Avoid Tech Mistakes - Secret # 5: Carefully Choose Tools• Don’t “belly up to the bar” of tech tools


SUMMARY & WHAT TO DO NEXT


Summary

• Technology empowers consumers & demands a lot of CMOs

• Social business is changing how Marketing and IT leaders work

• Significant obstacles exist to collaboration, starting with culture change

• Collaboration improves professional effectiveness & offers significant operational benefits

• You can start today!


Do This Next

• Schedule a meeting with your IT counterparts

– Identify a single operational process or result that social business can enhance or accelerate

– Identify the collaboration details (the 5 W’s – who, what, when, where and why)

– Defining key success metrics


Thank You

• Vanessa DiMauro• [email protected]• @vdimauro

• Angela Wells• [email protected]• @AngWWells



5 secrets to success with it / marketing collaboration

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