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The CIO & CMO – Adversaries No More
 

The CIO & CMO – Adversaries No More

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As marketing is getting more and more complex, data intensive and technology driven, it is important for CIOs to understand the new marketing era we live in. The pressure for CIOs to earn a seat at ...

As marketing is getting more and more complex, data intensive and technology driven, it is important for CIOs to understand the new marketing era we live in. The pressure for CIOs to earn a seat at the strategic table was greatly enhanced by Gartner's report in 2012 that pointed to the CMO as the champion of the technology budget in the near future. Specifically, CIOs can partner with marketing leaders to optimize the use of technology to increase execution velocity and scale departmental efficiency. A collaborative relationship between the CIO and CMO is a must in today's evolving IT landscape, as they drive towards ensuring a customer-driven approach that benefits the entire business.

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  • “Better Connections. Better Experiences. For Everyone” can only be achieved if you consider the most impactful and influential trends of our (or possible any) time in history.
  • http://www.capgemini.com/resource-file-access/resource/pdf/2014-03-04_alr_v8_web_0.pdf
  • http://www.cio.com/article/744601/State_of_the_CIO_2014_The_Great_SchismIn our 13th annual State of the CIO survey, 25 percent of the 722 CIOs we surveyed report that the IT group is perceived by colleagues as a true business peer--or even a game-changer--that can create and launch new products and open new markets.
  • http://www.cio.com/article/744601/State_of_the_CIO_2014_The_Great_SchismIn our 13th annual State of the CIO survey, 25 percent of the 722 CIOs we surveyed report that the IT group is perceived by colleagues as a true business peer--or even a game-changer--that can create and launch new products and open new markets.
  • The new CIO mandateBy Dion Hinchcliffe on February 19, 2014 http://www.enterpriseirregulars.com/72112/new-cio-mandate/
  • http://www.cio.com/article/748970/CMOs_Eye_CEO_Office_But_Need_CIOs_to_Get_There
  • CIOs and CMOs: Power couple or strange bedfellows?, January 2014http://www.networkworld.com/news/2014/010614-cio-cmo-277271.html
  • HBR: Should Your CIO Be Chief Digital Officer?, August 2013http://blogs.hbr.org/2013/08/should-your-cio-be-chief-digit/So, should your CIO take on digital responsibilities? Here are some questions you can ask yourself:Is your CIO great at the CIO role? Is IT clearly running well? Are IT costs and agility what you want them to be? If your answer to these questions is “no,” then you probably want your CIO to focus on fixing IT, not expanding beyond IT.Is your CIO ready for a CIO-Plus role? Do you see your CIO as a senior executive colleague or just a leader of the technology function? Has he successfully managed non-technical roles such as merger integration, process management, or shared services? Is your senior team smarter when your CIO is in the room?Does your CIO have digital expertise? Can she talk the language of social media or mobile or analytics, and can she help you understand? Does she understand the digital threats and opportunities your company faces — from inside and outside its industry? Can she create a compelling digital vision for the firm?Will your CIO command respect across the enterprise? The CDO role can require even more political savvy and communication skills than the CIO role does. Is your CIO up to the task of driving change across a strong-willed senior executive team? Can she engage a busy workforce to turn digital vision into reality?
  • By 2015, 25 Percent of Large Global Organizations Will Have Appointed Chief Data Officers, January 2014http://www.gartner.com/newsroom/id/2659215Gartner Predicts That by 2014, More Than 20 Percent of Government Organizations Will Have Appointed a Chief Digital OfficerOctober 2013http://www.gartner.com/newsroom/id/2615319
  • HBR: CMOs and CIOs Need to Get Along to Make Big Data Work, February 2014http://blogs.hbr.org/2014/02/cmos-and-cios-need-to-get-along-to-make-big-data-work/
  • David Bray, CIO, FCChttp://www.huffingtonpost.com/vala-afshar/fcc-cio-5-ways-to-create_b_4860704.html
  • Ramon Baez, CIO, HPhttp://www.huffingtonpost.com/vala-afshar/6-ways-cios-can-increase_b_4309736.html
  • AndiKaraboutis, CIO, Dellhttp://www.huffingtonpost.com/vala-afshar/cios-stop-chasing-shadow_b_4239465.html
  • John Hagel, Co-Chair, Deloitte Center at the Edgehttp://www.huffingtonpost.com/vala-afshar/a-bright-spot-in-the-dark_b_4669235.html
  • http://www.huffingtonpost.com/vala-afshar/harvards-chief-digital-of_b_4701663.html
  • http://www.huffingtonpost.com/vala-afshar/cios-to-fix-it_b_4755479.html
  • http://www.huffingtonpost.com/vala-afshar/inspired-cios-are-more-in_b_4350438.html
  • John Hagel, Co-Chair, Deloitte Center at the Edgehttp://www.huffingtonpost.com/vala-afshar/a-bright-spot-in-the-dark_b_4669235.html
  • http://www.huffingtonpost.com/vala-afshar/harvards-chief-digital-of_b_4701663.html

The CIO & CMO – Adversaries No More The CIO & CMO – Adversaries No More Presentation Transcript

  • ©2014 Extreme Networks, Inc. All rights reserved.
  • ©2014 Extreme Networks, Inc. All rights reserved. Vala Afshar Author – The Pursuit of Social Business Excellence Blogger – Huffington Post, Information Week, Inc. Social Media – Active on Twitter and Slideshare
  • ©2014 Extreme Networks, Inc. All rights reserved. All Businesses Will Be Digital Businesses
  • ©2014 Extreme Networks, Inc. All rights reserved. “In search of social business excellence? ... plenty for other companies to learn from.” --InformationWeek “Get beyond Kumbaya and onto the task of using these technologies to bring autonomy, mastery and purpose into your business.” --Forbes “A brilliant book.” --Tom Peters
  • ©2014 Extreme Networks, Inc. All rights reserved. Top 10 people mentioned by marketing executives. The #1 Retweeted and Mentioned Person by Marketers
  • ©2014 Extreme Networks, Inc. All rights reserved. 125 Blog Posts in 2013
  • ©2014 Extreme Networks, Inc. All rights reserved. 700,000 SLIDESHARE VIEWS
  • ©2014 Extreme Networks, Inc. All rights reserved. Digital Economy Welcome to the New User experience is shaped by technology trends Digital economy is defined by mobile, social, cloud, big data and apps The network is a strategic business asset
  • ©2014 Extreme Networks, Inc. All rights reserved. Mobile-first, always connected, highly secure Mobile 74% of viewers will leave a page if not loaded in 5 seconds 268B mobile apps will be downloaded in 2017 70% of mobile searches lead to action within 1 hour
  • ©2014 Extreme Networks, Inc. All rights reserved. Collaborative, open and connected Social 65% of B2B companies have acquired a customer through social 94% of customers believe that c-level social involvement is important 82% of employees trust a company with social leaders
  • ©2014 Extreme Networks, Inc. All rights reserved. Hybrid, flexible and secure Cloud 97% of workers are using cloud services 60% of all cloud deployments will be hybrid by 2016 77% of businesses saw rogue cloud deployments last year
  • ©2014 Extreme Networks, Inc. All rights reserved. Right app, right person, right time Apps 70B apps will be downloaded by 2014 (286 billion by 2017) 84% of mobile traffic is related to apps 0% of businesses know what apps are running everywhere
  • ©2014 Extreme Networks, Inc. All rights reserved. Data to insight to rapid decision/action Big Data 4300% increase in annual Big Data generation by 2020 0.5% of Big Data is being analyzed today 63% of businesses view analyzing Big Data as a competitive advantage
  • ©2014 Extreme Networks, Inc. All rights reserved. 90% of Revenue Growth in the Next 10 Years Will Come From the Third Platform - IDC 14
  • ©2014 Extreme Networks, Inc. All rights reserved. Application Landscape Report 2014 Too many web applications a stumbling block to digital transformation §  60% CIOs believe their most valuable contribution is introducing new technologies §  Cloud (56%), Mobility (54%), Social (41%%) and Big Data (34%) are seeing major adoption §  76% CIOs: modernization of the application landscape key to achieving business objectives *Survey of 1,000 global CIOs
  • ©2014 Extreme Networks, Inc. All rights reserved. State of the CIO 2014 Digital strategist or traditional CIO? §  90% of CIO: role is increasingly challenging; 65% role is becoming more rewarding §  44% of CIOs report to the CEO. Tenure is six years, while average pay is holding at $219,500 §  CIOs spend significant time to focus with business leaders - up to 25% of week §  Game-changers CIOs average salary $249,000. (70% report to CEO) vs cost-center CIOs ($182,000 and 37% to CEO) §  48% of CIOs: IT groups is viewed as a cost center or service provider §  61% CIOs have part of their compensation tied to a specific corporate revenue or profit goal
  • ©2014 Extreme Networks, Inc. All rights reserved. 2014 CIO Priorities “Measurement is fabulous. Unless you’re busy measuring what's easy to measure as opposed to what's important.” – Seth Godin
  • ©2014 Extreme Networks, Inc. All rights reserved. 1.  Lead the business from the front 2.  Re-invent for next-generation digital 3.  Create highly engaging workplace, customer, and partner experiences 4.  Enable emergent, decentralized tech change in the organization 5.  Don’t constrain IT, empower it CIO Mandate: Lead Digital Transformation Authored by Dion Hinchcliffe, Dachis Group
  • ©2014 Extreme Networks, Inc. All rights reserved. The Marketing Function Will Undergo the Greatest IT-Driven Business Transformation 0% 2% 4% 6% 8% 10% 12% IT Accounting / Finance / Billing Human Resources & Training Engineering, Architecture & Supply Chain Management Other Horizontal Sales Customer Service Risk and Security Industry Specific Operations Marketing 19 U.S. IT Spending by Line of Business 5 Year CAGR (2012-2017) Excludes Government and Education Source: IDC’s Line of Business Forecast. Preliminary Data. October, 2013
  • ©2014 Extreme Networks, Inc. All rights reserved. CMOs – 2014 and Beyond How will CMOs and CIOs work together?
  • ©2014 Extreme Networks, Inc. All rights reserved. The Evolved CMO in 2014 CMOs Must Ramp Up Business and Technology Acumen §  62% CMOs surveyed globally believe the CIO is a strategic partner in meeting corporate goals §  41% CMOs share common vision with CIO of how marketing and IT teams should work together §  Only 29% CMOs partner with their IT counterpart when buying marketing technology §  31% CMOs use technologies to analyze and respond to customer feedback §  40% CMOs claim they are hindered by the quality of customer data in their organization
  • ©2014 Extreme Networks, Inc. All rights reserved. Digital Marketing Expertise is Now a ‘Must Have’ for B2B Marketing Organizations 22 13% 19% 26% 29% 34% 39% 44% 50%+ 0% 10% 20% 30% 40% 50% 60% 2009 2010 2011 2012 2013 2014 2015 2016 %ofTotalProgramSpend Digital Marketing Program Spend Source: IDC’s 2014 Tech Marketing Benchmarks Study
  • ©2014 Extreme Networks, Inc. All rights reserved. IDC - 2014 Marketing Technology Map Digital Transformation of Marketing
  • ©2014 Extreme Networks, Inc. All rights reserved. Gartner: 2014 Technology Transit Map
  • ©2014 Extreme Networks, Inc. All rights reserved. 2014 Marketing Technology Landscape
  • ©2014 Extreme Networks, Inc. All rights reserved. CIOs and CMOs: Power couple or strange bedfellows? Forced marriage of IT and marketing gets off to a rocky start §  Gartner, marketing’s budget 10.5% of revenue; IT budgets averaged 3.5% §  Marketing budget for “digital marketing” was 2.5% in 2012, 3.5% in 2013 §  Gartner IT spending by marketing will rise by an average 9% in 2015
  • ©2014 Extreme Networks, Inc. All rights reserved. §  Is CDO the next step for the aspiring CIO-Plus? §  The CDO’s job is to turn the digital cacophony into a symphony §  Roughly 20% of CIO’s in a Gartner survey said they played the role of a CDO §  To build great digital capabilities you need to link to your existing IT capabilities/people §  2011 – 75 CDOs. 2013 – 500 CDOs. 2014 – 1,000 CDOs. Should Your CIO be the Chief Digital Officer?
  • ©2014 Extreme Networks, Inc. All rights reserved. Traditional Business Digital Business Marketing IT Marketing IT
  • ©2014 Extreme Networks, Inc. All rights reserved. §  100 CDOs serve in large global organizations in 2014, more than double that in 2012 §  By 2015, 25% of large global organizations will have appointed Chief Data Officers §  Over 25% of CDOs are women, almost twice as high as for CIOs (13%) §  By 2014, more than 20% of government organizations will have appointed a CDO Chief Digital Officers
  • ©2014 Extreme Networks, Inc. All rights reserved. CMOs and CIOs Need to Get Along to Make Big Data Work §  Data-driven companies are 5% more productive and 6% more profitable §  Marketers spend $50 billion on Big Data and analytics capabilities §  Per Gartner, the CMO’s IT budget is expected to outstrip the CIO’s by 2018 §  CMO (customer data) and CIO (Big Data backbone) are natural partners
  • ©2014 Extreme Networks, Inc. All rights reserved.
  • ©2014 Extreme Networks, Inc. All rights reserved.
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, FCC DAVID BRAY Put culture first Create a culture of "intrepreneurs" Opt for agile adoption in phases
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, INTEL KIM STEVENSON No IT projects, only business projects IT should help transform the business Connect to new sources & influential people
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, HP RAMON BAEZ Never deploy something the business isn't ready for Form close relationships with the business units Extend innovation beyond IT
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, DELL ANDI KARABOUTIS IT must proactively welcome ideas from outside of IT CIOs must form an alliance with CMOs Embrace disruptive technologies, like cloud
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, NETFLIX MIKE KAIL Focus on cloud wherever possible IT's charter is to improve business efficiency Partner with line-of-business
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, US GSA CASEY COLEMAN Go first and stay ahead Focus on user experience Technology for business sake
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO University of Mississippi Medical Center DAVID CHOU Drive branding with social media Unify missions of edu, research, patient care Keep organization ahead of the megatrends
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, COLORADO KRISTIN RUSSEL Control is an illusion Collaborate to co-create value Innovation is closest to the frontline
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, UNH JOANNAYOUNG Be open to innovation Take a 460 degree view Social accelerates contribution
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO ofADP MIKE CAPONE Responsible for both IT and product dev Guide strategy with peer collaboration Work with CMO on analytics and big data
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO of San Francisco MARC TOUITOU Customer's business requirements are #1 Simplify. Accelerate. Be the Chief Enthusiast Officer
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, SETON HILL PHIL KOMARNY Mobile-first is expected Social media is a learning thing You can’t be relevant without being social
  • ©2014 Extreme Networks, Inc. All rights reserved. CIO, CELTICS JAY WESSEL Maintain a winning attitude Teamwork across departments Adore what you do. Passion drives excellence
  • ©2014 Extreme Networks, Inc. All rights reserved. CO-CHAIR, DELOITTE JOHN HAGEL Drive change at the edge of an organization Accept vulnerability as path to earning trust Move to a model of scalable learning
  • ©2014 Extreme Networks, Inc. All rights reserved. CDO, HARVARD UNIVERSITY PERRY HEWITT Digital should be everyone's job Think from the outside-in Management needs to live digital
  • ©2014 Extreme Networks, Inc. All rights reserved. VP CONTENT, NE PATRIOTS FRED KIRSCH Know your customers IT infrastructure is a business asset Big Data rewards customer engagement
  • ©2014 Extreme Networks, Inc. All rights reserved. CIOCaliforniaStateUniversityChannelIslands. MICHAEL BERMAN Marketing understands brand awareness IT helps with analytics, mobile, social media CIO can manage both IT and Marketing
  • ©2014 Extreme Networks, Inc. All rights reserved. CEO, BOX AARON LEVIE Collaborate with the business IT should be the information enabler Pay attention to where customers are going
  • ©2014 Extreme Networks, Inc. All rights reserved. CMO, SAP JONATHAN BECHER Be deliberately digital Democratize Business Intelligence Build programs from the audience in
  • ©2014 Extreme Networks, Inc. All rights reserved. GROUP VP, IDC MIKE FAUSCETTE CMO owns the results of Big Data Customer communication platforms CMO chooses the tools, but CIO makes them work
  • ©2014 Extreme Networks, Inc. All rights reserved. GROUP VP, GARTNER MARK P. McDONALD The emerging CDO Technology is bigger than IT 14% of total economy now happens online
  • ©2014 Extreme Networks, Inc. All rights reserved. FOUNDER,ALLTOP.COM GUY KAWASAKI Trust the crowd Social amplifies voice and choice CIOs empower CMOs to focus outwardly
  • ©2014 Extreme Networks, Inc. All rights reserved. Areas where CMOs become frustrated with CIOs CIO understands marketing requirements Marketing employees understand IT IT employees understand marketing programs Want to enable marketing employees to operate data/content, without IT intervention IT development process is slow and not aligned to the speed of digital marketing Strongly Disagree (%) Strongly Agree 38 38 13 13 38 36 10 18 32 34 11 13 36 33 12 14 38 28 11
  • ©2014 Extreme Networks, Inc. All rights reserved. Areas where CIOs become frustrated with CMOs Software service needs careful planning CMO understands company’s IT infrastructure IT employees understand marketing programs Marketing pulls in technologies without consideration for IT standards Marketing understands technology Strongly Disagree (%) Strongly Agree 30 40 25 36 38 17 16 31 35 15 15 29 35 14 15 34 33 15
  • ©2014 Extreme Networks, Inc. All rights reserved. Marketing Success Factors
  • ©2014 Extreme Networks, Inc. All rights reserved. “The most powerful combination is the CMO and CIO working together with a shared goal to grow the business.”
  • ©2014 Extreme Networks, Inc. All rights reserved. The new extremenetworks.com §  Responsive user interface §  Adjusts to desktop, mobile and tablets on the fly §  Extend your brand experience across the omni-channel Mobile First
  • ©2014 Extreme Networks, Inc. All rights reserved. Building a Community §  Contextual intelligence: real-time web personalization §  Understand customer’s needs §  Engage during moment of research The Social Web
  • ©2014 Extreme Networks, Inc. All rights reserved. “Partner with the CIO organization so that the IT strategy and tactics for the marketing function become shared and unified.”
  • ©2014 Extreme Networks, Inc. All rights reserved. §  Understand the science behind marketing and sales §  Understand the markets your company servers §  Co-champion marketing and sales innovation §  Value design, emotion, and customer experience §  Connect with people outside of IT and company WHAT CAN CIOs DO TO HELP CMOs
  • ©2014 Extreme Networks, Inc. All rights reserved. WHAT CAN CMOs DO TO HELP CIOs §  Trust IT expertise §  Promote IT innovation §  Increase your technology IQ §  Monitor emerging marketing tech trends §  Clearly communicate business objectives
  • ©2014 Extreme Networks, Inc. All rights reserved. Thank You @ValaAfshar “The CIO & CMO: Adversaries No More” Register here: http://www.interop.com/lasvegas/schedule-builder/session-id/22