CMO PLANET - Presentation for IBM Labs


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presented for IBM innovation labs.
The shift in enterprise IT from the CIO to the CMO.

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CMO PLANET - Presentation for IBM Labs

  1. 1. Well. Don’t Panic…But
  2. 2. …those years of living on separate planets, have done real damage to CIO/CMO relationships. Mars and Venus, meet Pluto and Uranus. One got demoted as a planet and the other is the butt of jokes. Both parties are to blame for the current state of affairs. Gartner 2013, Jennifer Beck
  3. 3. There is a shift in IT spending from in-premises to off-premises. (Cloud Service/ SaaS) Decentralization of IT in the enterprise. BYOD Trend etc. Gartner made a big splash late last year with its prediction that by 2017 the CMO will spend more on IT than the CIO. Likewise, IDC predicts that what it terms "line of business executives" will control 40 percent of IT spending by 2016. Big Data
  4. 4. As CMOs Grab IT Budget From CIOs, Cloud CapEx and OpEx Shift If analysts are correct, and the CMO eventually wrests control of the IT budget from the CIO, then spending on cloud computing will get a lot less predictable and a lot more complicated. CIO Magazine (Feb, 2013)
  5. 5. Planet Marketing is Exploding
  6. 6. Explosion of touchpoints And channels
  7. 7. Explosion of Content
  8. 8. Explosion of Devices
  9. 9. The 2nd Screen ? Try the 3rd / 4th / etc.
  10. 10. Explosion of Technologies
  11. 11. IBM
  12. 12. Explosion of Data
  13. 13. Big Data is flooding all corners of the enterprise with marketing leading the rush. Forbes, July 2013
  14. 14. All these explosions actually lead to
  15. 15. Explosion of
  16. 16. How do we keep up just with the things that needs to be keep out with?
  17. 17. We are in the era of Real Time Marketing and not just in the technical sense.
  18. 18. We have to adapt to unprecedented scale and speed of change.
  19. 19. This is the new normal.
  20. 20. How do we harness all those explosions?
  21. 21. 4 in 10 CMOs Feel Unprepared for Challenges Ahead [Infographic] Accenture, May 2013
  22. 22. We need a more approach to change.
  23. 23. Focus on
  24. 24. Applying agile management methods in the context of marketing [Infographic]
  25. 25. Build
  26. 26. Thank You