Fred Isbell Session at May Marketing Forum, Jacksonville FL: Navigating the Brave New World: Technology Considerations for the 3rd Platform

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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 …

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.

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  • 1. Session Title Speaker Name Speaker Company Fred Isbell Senior Director, SAP Services Marketing May 2014 Navigating the Brave New World: Technology Considerations for the 3rd Platform #MarketingForum
  • 2. 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….
  • 3. 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
  • 4. Why do we need to understand new technology and innovations? Bill McDermott SAP CEO January 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”.
  • 5. 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
  • 6. My Information Technology (IT) Evolution IBM 3270 Terminal Compaq “Portable” My Tech Stack c.2013 Desktop Laptop iPAQ PDA
  • 7. 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
  • 8. The Third Platform is all about Scale: From thousands to millions to trillions! Dimensions: Users Devices Applications Data & Content Source: IDC 2013
  • 9. 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
  • 10. 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 Chambers Chief Strategy Officer, Revolution Analytics Fuqua MBA Mr. Data Brent Spiner
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Best Practices in Social Marketing Jonathan Becher SAP CMO Twitter: @jbecher SAP Marketing Pillars Duke MS Computer Science UVA 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 Magazine Top CMOs on Twitter
  • 16. 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
  • 17. Best Practices in Technology Adoption: SAP Runs SAP in the Cloud SAP HANA Cloud MobileAnalytics Database / Technology Applications SAP Runs  “We are the second largest user of iPads globally”  SAP Business Suite powered 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
  • 18. 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
  • 19. 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
  • 20. Making Sense of Marketing Technology: CMO Marketing Technology Priorities
  • 21. 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 BLOG
  • 22. 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 @chiefmartec The very cool marketing technology LUMAscape – May 2013 Marketing Technology Landscape Supergraphic – September 2012
  • 23. 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 2014 Source: THE 8 PILLARS OF DEMAND GENERATION FOR MODERN B2B MARKETERS marketers-2/#sthash.F4RhLJ68.dpuf
  • 24. 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
  • 25. 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 Recognized as an Employer of Choice 41-year history of innovation and growth as a true industry leader 250,000+ SAP customers 188 Countries 25 Industries 66,000+ Employees € 16.2 billion Annual revenue 63% World’s transactions touch SAP
  • 26. 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 Morris Senior VP, Worldwide Software and Services Research, IDC  Source: IDC 2013
  • 27. 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!
  • 28. Discussion and Q&A
  • 29. Thank You! Fred Isbell Senior Director, SAP Services Marketing Twitter: Fmisbell Facebook: Fred M Isbell Linked In: isbell/0/827/903Edit
  • 30. Sample Slide  Effective Titles and Graphics – 1-2 strong graphics; 2-3 bullet points per slide only – Slides help people stay focused  Be consistent – Same font, size, & color with headings and subheadings  Avoid wordiness – Key words/ phrases only – Strong images = higher retention