fred isbell session at may marketing forum, jacksonville fl: navigating the brave new world: ...
Post on 17-Oct-2014
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According to International Data Corporation, the high tech industry is in the midst of a major transition brought about by the combination of four forces - the cloud, mobile applications, decision making supported by big data, and social networks that connect businesses as well as people. The intersection of these four forces make successfully navigating the next generation of IT and technology more challenging and exciting than ever before. Fred Isbell, a 25 year veteran of high tech, will provide key insights and recommendations for navigating this “next wave” of technology, business solutions, and marketing.TRANSCRIPT
Session Title
Speaker NameSpeaker Company
Fred IsbellSenior Director,
SAP Services MarketingMay 2014
Navigating the Brave New World:
Technology Considerations for the 3rd Platform
#MarketingForum
About Fred Isbell
Senior Director, Field Engagement, Planning and Demand Management for SAP Global Services Marketing
Joined SAP 2000 as Director North America SMB Channels Marketing 2000-2004
Senior Director NA Marketing Services Marketing 2004-2012
Solutions and Services Marketing at Compaq Computer/Digital Equipment Corporation 1988-2000
Senior Consultant, Burke Marketing Services and IRI
BA Economics & Political Science Yale and MBA Marketing Duke; Duke/Fuqua Scholar
Hockey player, coach, fan and more….
Enter the Era of the “Super Marketer”:Many New Demands
But – no one person can “do it all”
Marketers are more likely now to not come from traditional marketing degree & backgrounds
Both Art & Science
Technologies, Industry Experts, and Journalists now among the mix
Source: ITSMA December 2013
Why do we need to understand new technology and innovations?
Bill McDermottSAP CEOJanuary 2013
Bill’s Advice: "Get involved with technology. No matter what you choose to do in your field of endeavor, technology will be in one form or another the basis for the business model”.
http://www.youtube.com/watch?v=KT0AYWWGtS0&feature=youtu.be
Agenda
A new era of IT innovation Big Data and Business Analytics Mobile Solutions Social Media and Digital Transformation Cloud Computing Making Sense of Marketing Technology SAP and the third platform Key Points to Take Home Summary/Q&A
My Information Technology (IT) Evolution
IBM 3270Terminal
Compaq“Portable”
My TechStack c.2013
DesktopLaptopiPAQ PDA
Navigating The Third Platform
1st -Mainframe and terminals
2nd - LAN/Internet and Client/Server and PCs and fueled last 25 years of growth
3rd - Mobile, Social, Big Data and Cloud
New solutions will be built upon this – and this is the source of most of the new growth we will experience
Source: IDC
The Third Platform is all about Scale:From thousands to millions to trillions!
Dimensions:
Users
Devices
Applications
Data & Content
Source: IDC 2013
Gartner Perspective: The Nexus of Forces
“The Nexus of Forces is the convergence and mutual reinforcement of social, mobility, cloud and information patterns that drive new business scenarios. Although these forces are innovative and disruptive on their own; together they are revolutionizing business and society, disrupting old business models and creating new leaders. The Nexus is the basis of the technology platform of the future.”
Source: Gartner 2013
Big Data and Business Analytics
Navigating the Data and Information Explosion
Business Intelligence
Rise of the Information Worker
Real-Time Information Access
Big Data on top of Next-Generation Database Technology is the new “Killer App”
Dashboards
Predictive Analytics
Michele ChambersChief Strategy Officer, Revolution AnalyticsFuqua MBA
Mr. DataBrent Spiner
Best Practice in Big Data and Business Analytics
SAP Marketing investment in Demand Management and Pipeline reporting using SAP Business Objects WEBI tools
Served up on portal site and supported by SAP JAM site for practitioners
Integration into SAP Marketing Database
Real-time access to reports in the cloud 7x24
Mobile views supported
Integration into MS Office tools for reporting
Mobile Solutions
Where’s the growth? Not in Laptops and PCs -- in Tablets and Mobile Devices
Consumerization of IT
“Bring Your Own Device” (BYOD)
Huge and Amazing Growth Opportunity
Best Practice in Mobile Solutions
SAP Global Lead Platform – internal SAP program for lead generation from SAP consultants world-wide
Rolled out initially on portal-based/web application for lead entry
Mobile application added with increased ease of use and mobile “anywhere” access
Available for iPAD and iPhone IOS devices
Integration with Outlook contacts and Linked-In
Social Media and Digital Transformation
Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially)
A variation known as Reed’s Law speaks specifically to the utility obtained from scaling social networks
Pull versus Push Best Practices: Learn,
Observe, Listen, Jump in and Actively Participate
Blurs the line between work and private life, get used to it, it’s not going away!
“Successful digital transformation comes not from implementing new technologies but from transforming your organization to take advantage of the possibilities that new technologies provide.”
MIT Center for Digital Business
Best Practices in Social Marketing Jonathan Becher SAP CMO
blogs.sap.com/jonathanbecherTwitter: @jbecher www.linkedin.com/in/jbecher
SAP Marketing
Pillars
Duke MS Computer ScienceUVA BS Computer Science
Three Must-Do's For The Modern Marketer:1. Embrace Next-Generation Skills
2. Measure What Matters
3. Walk A Mile In Your Customers' Shoes
#22 Social Media MagazineTop CMOs on Twitter
Cloud Computing
Software as a Service (SaaS) Platform as a Service (Paas) Infrastructure as a Service (IaaS) Business Process as a Service
(BaaS) Public Cloud and Private Clouds Collaboration & Business
Networks
Source: VMware study: IT decision-makers from 7 countries asked about investment plans for next 18 months
“Cloud computing is a game-changing concept (and) is really a way of provisioning and using technology, not a technology in itself!”
Source: PAC 2013
Best Practices in Technology Adoption:SAP Runs SAP in the Cloud
SAP HANA
Cloud MobileAnalyticsDatabase /TechnologyApplications
SAP Runs
“We are the second largest user of iPads globally”
SAP Business Suitepowered by SAP HANA
SAP CRM on HANA
In-Memory
Analytics with
SAP HANA
BI & Visual
Intelligence
SAP Data
Services
Global Foundation
for Innovation
Best Practices
Rapid Deployment
with SAP RDS
Access to SAP
Consulting bench
Opportunities & Project Considerations:Cloud Computing
Utilize or build upon cloud technologies to create business-relevant functionality
Collaboration tools and integration are to key simplifying processes
Mobility is a key argument for and a driver of cloud solutions
Big data is synergistic with the cloud – much of the use of big data originates in the cloud
Digital marketing & Cloud integration is key to making this happen
Cloud computing is transforming the way that application testing is performed – testing as a service (TaaS?)
Think about the business need and stress how cloud helps you deliver against those needs more effectively
Source: PAC 2013
Cloud readiness varies by region
Making Sense of Marketing Technology:the Rise of the Digital CMO
“The CMO is expected to spend more on technology than the CIO by 2017” – Gartner 2013
“Gartner predicted that by 2017, the CMO’s technology budget will exceed the CIO’s. Why? Because more often than not, it’s the CMO who is expected to drive this digital transformation, which is deeply dependent on technology “– Harvard Business Review 2013
Source: HBR 2013
Making Sense of Marketing Technology:CMO Marketing Technology Priorities
But First: 7 Laws of Technology for Marketers
1. Moore’s Law: The most famous technology law of all time: the performance of hardware doubles about every 2 years
2. Wirth’s Law (aka Gate’s Law): software gets slower more rapidly than hardware becomes faster
3. Brooks’ Law: adding manpower to a late software project makes it later
4. Hofstadter’s Law: it always takes longer than you expect, even when you take into account Hofstadter’s Law (it’s hard to predict complex outcomes accurately)
5. Segal’s Law: a man with a watch knows what time it is; a man with two watches is never sure (and Tom Davenport: “Analytics shouldn’t be about the math”)
6. Conway’s Law: any piece of software reflects the organizational structure that produced it (note “design by committee”)
7. Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially); a variation known
as Reed’s Law speaks specifically to the utility obtained from scaling social networks
/
Source: Chief Marketing Technologist BLOGhttp://chiefmartec.com/2011/08/7-laws-of-technology-for-marketers
Navigating the Marketing Technology Landscape (c. 2013)
Recommendation to focus upon:
Customer Relationship Management (CRM)
Marketing Automation
Marketing Dashboards
Digital Media
Big Data, Business Analytics & Reporting
Marketing Technology Landscape
Source: Scott Brinker @chiefmartechttp://www.chiefmartec.com The very cool marketing technology LUMAscape – May 2013Marketing Technology Landscape Supergraphic – September 2012
Big Data is (are) a big piece of the puzzle:Kern’s Pillars of Demand Generation
“The task is daunting and overwhelming. There are approximately 30 major technology categories with hundreds of vendors that marketers must consider utilizing (not including the various big data applications required to create dramatically differentiated customer experiences). Just look at the complexity of the marketing landscape published by Lumascape”
-- Russel Kern 2014Source: THE 8 PILLARS OF DEMAND GENERATION FOR MODERN B2B MARKETERShttp://kernagency.com/roinsider/8-pillars-demand-generation-modern-b2b-marketers-2/#sthash.F4RhLJ68.dpuf
Navigating the Marketing Technology Landscape (c. 2014)
New view thanks to the folks at Luma Partners
Looks like things have not gotten any less complicated
Impact of acquisitions
Life in the Cloud – the new delivery & consumption paradigm
SAP is the World’s Largest Enterprise Applications Software Company
As the world's leading provider of enterprise application software, SAP (NYSE: SAP) delivers products and services that help accelerate business innovation for its more than 250,000 customers in more than 188 countries.
SAP is Recognizedas an Employer of Choice
41-year history of innovation and growth as a true industry leader
250,000+SAP customers
188Countries
25Industries
66,000+Employees
€ 16.2 billion Annual revenue
63%World’s transactions touch SAP
SAP and the Transition to the 3rd Platform
SAP and the Transition to the 3rd Platform
“SAP, in its 40-year history, has made the journey from the 1st Platform (mainframes) to the 2nd Platform (client/server) and is laying the groundwork to shift to the 3rd Platform. SAP now delivers a growing portfolio of 3rd Platform applications. In support of these offerings, SAP also provides a set of targeted, fixed-priced, and scoped packages called SAP Rapid Deployment solutions to address the challenges for organizations in transitioning to the 3rd Platform.”-- Henry MorrisSenior VP, Worldwide Software and Services Research, IDC
Source: IDC 2013
Key Points to Take Home
The Third Platform and the combination of these innovations is the foundation for the future
You must think differently and address a new scale of users, devices, applications and data & content in a whole new way
The Line of Business (LOB) is key to the future – witness the growth in technology for marketing – and a new partnership between IT and the LOB is emerging around systems of engagement ands systems of record
Address business and technology outcomes in your projects and key initiatives – and the change management aspect with people
Live next generation solutions, embrace mobility, experience big data through one of the many “sandbox” environments and grow team collaboration with cloud-based tools/solutions
It’s a great time in the industry and in our careers!
Discussion and Q&A
Thank You!Fred IsbellSenior Director, SAP Services [email protected] www.sap.com/services
Twitter: Fmisbell Facebook: Fred M Isbell Linked In: www.linkedin.com/pub/fred-isbell/0/827/903Edit
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