@AngWWells @vdimauro #EE13 #socbizresearch
Five Secrets to Success with Your Tech Team
Vanessa DiMauro
CEO
Leader Networks...
@AngWWells @vdimauro #EE13 #socbizresearch
Safe Harbor Statement
The following is intended to outline our general product ...
@AngWWells @vdimauro #EE13 #socbizresearch
About Us
• Vanessa DiMauro
• CEO
• @vdimauro
• vdimauro@leadernetworks.com
• Wo...
@AngWWells @vdimauro #EE13 #socbizresearch
About Oracle Social
Industry’s Only Comprehensive &
Integrated Social Solution
...
@AngWWells @vdimauro #EE13 #socbizresearch
Powering Modern Marketing
Oracle
Eloqua
Oracle SRM
Oracle
Cloud
Complete
Digita...
@AngWWells @vdimauro #EE13 #socbizresearch
Today’s Takeaways
• Technology empowers consumers & demands a lot of CMOs
• Soc...
@AngWWells @vdimauro #EE13 #socbizresearch
WHAT’S HAPPENING WITH TECH?
@AngWWells @vdimauro #EE13 #socbizresearch
St. Peter’s Square, Rome
Mobile, Digital, Social via the Cloud
Technology Chang...
@AngWWells @vdimauro #EE13 #socbizresearch
Your Customers & Employees are
Always Connected, Sharing, Aware
@AngWWells @vdimauro #EE13 #socbizresearch
Consumerization is Affecting You
Mass media Internet / 1:1 Social/Mobile
Custom...
@AngWWells @vdimauro #EE13 #socbizresearch
Source: Make B2B Marketing Thrive In The Age Of The Customer, Forrester Researc...
@AngWWells @vdimauro #EE13 #socbizresearch
EVOLVING ROLE OF CMO
@AngWWells @vdimauro #EE13 #socbizresearch
CMO’s Tenure Nearly Doubled from
23 Months in 2004 to 45 Months in
2012.
CMO Te...
@AngWWells @vdimauro #EE13 #socbizresearch
CMO is Not A Stable Position
Source: WSJ, CIO Magazine(2012), (AdAge (2013), Fo...
@AngWWells @vdimauro #EE13 #socbizresearch
Role of Today’s Marketer Much Different
“The increased complexity of the job ha...
@AngWWells @vdimauro #EE13 #socbizresearch
CMOs Have So Many “Top” Priorities
Source: SAS/Economist Intelligence Unit, Jun...
@AngWWells @vdimauro #EE13 #socbizresearch
Marketing has Limited Control
PAID
EARNED
OWNED
R
E
A
C
H
CONTROL
• Owned: The ...
@AngWWells @vdimauro #EE13 #socbizresearch
COLLABORATION IS KEY
@AngWWells @vdimauro #EE13 #socbizresearch
Embrace Change to Succeed
@AngWWells @vdimauro #EE13 #socbizresearch
“By 2017 the CMO will spend
more on IT than the CIO.”
An Eye-Catching Study Eme...
@AngWWells @vdimauro #EE13 #socbizresearch
A Hybrid Need Exists
Marketing IT
CX Management
Service
Strategic Vision
Consum...
@AngWWells @vdimauro #EE13 #socbizresearch
Only 10% of Marketing and IT executives
interviewed believe collaboration betwe...
@AngWWells @vdimauro #EE13 #socbizresearch
More than 51% of marketers cite “missing
processes and accountability” and 42% ...
@AngWWells @vdimauro #EE13 #socbizresearch
Embrace Change & Drive Strategy
Collaborative
Social
Enterprise
People
Technolo...
@AngWWells @vdimauro #EE13 #socbizresearch
MARKETING IS LEADING THE CHARGE
Collaboration is Essential… and Becoming Inevit...
@AngWWells @vdimauro #EE13 #socbizresearch
Purpose of the study:
• Explore the changing relationship between Marketing and...
@AngWWells @vdimauro #EE13 #socbizresearch
Social Business Practices are Changing
Marketing and IT Roles
• Marketing and I...
@AngWWells @vdimauro #EE13 #socbizresearch
10%
3%
5%
6%
10%
11%
15%
12%
16%
1%
4%
7%
5%
9%
10%
12%
15%
15%
3%
6%
5%
7%
10%...
@AngWWells @vdimauro #EE13 #socbizresearch
Social Business Benefits the Whole
Organization - Secret # 1: Get C-Suite
Buy-i...
@AngWWells @vdimauro #EE13 #socbizresearch
26%
37%
25%
13%
36%
45%
17%
3%
Frequently Occassionally Rarely Never
IT Marketi...
@AngWWells @vdimauro #EE13 #socbizresearch
16%
13%
50%
21%
4%
16%
57%
23%
Non-Existent
Poor
Adequate
Excellent
Marketing I...
@AngWWells @vdimauro #EE13 #socbizresearch
Advance from Just “Adequate”-
Secret #2: Understand Your Peer’s Perspective
Can...
@AngWWells @vdimauro #EE13 #socbizresearch
IT N=72
Marketing N=117
26%
7%
10%
29%
31%
21%
17%
5%
34%
47%
Other
I do see th...
@AngWWells @vdimauro #EE13 #socbizresearch
Culture of Collaboration Starts With You
Secret #3: Be the Role Model
Reach out...
@AngWWells @vdimauro #EE13 #socbizresearch
How has your relationship with Marketing (IT) changed
over the past 12 months?
...
@AngWWells @vdimauro #EE13 #socbizresearch
Increased Collaboration Can Yield Many
Benefits - Secret #4: Find Meaningful
Me...
@AngWWells @vdimauro #EE13 #socbizresearch
How, if at all, has this change in collaboration
impacted your effectiveness as...
@AngWWells @vdimauro #EE13 #socbizresearch
2%
2%
17%
27%
36%
42%
43%
51%
2%
2%
13%
26%
23%
40%
47%
54%
Other
No benefits
I...
@AngWWells @vdimauro #EE13 #socbizresearch
Collaboration Helps Avoid Tech Mistakes -
Secret # 5: Carefully Choose Tools
• ...
@AngWWells @vdimauro #EE13 #socbizresearch
SUMMARY & WHAT TO DO NEXT
@AngWWells @vdimauro #EE13 #socbizresearch
Summary
• Technology empowers consumers & demands a lot of CMOs
• Social busine...
@AngWWells @vdimauro #EE13 #socbizresearch
Do This Next
• Schedule a meeting with your IT counterparts
– Identify a single...
@AngWWells @vdimauro #EE13 #socbizresearch
Thank You
• Vanessa DiMauro
• vdimauro@leadernetworks.com
• @vdimauro
• Angela ...
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5 Secrets To Success With IT / Marketing Collaboration

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This presentation shares research highlights about IT / Marketing collaboration including why IT / marketing collaboration is essential for social business.

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  • Focus on SRM + Eloqua – positioned well to deliver the industry’s first, complete digital marketing solution. And we’ve aggressively approached our integration strategy between the two products.Oracle Eloqua: The premier marketing automation services solution for B2B and B2C businesses worldwideOracle SRM: Industry’s most complete and integrated social solution for the enterpriseOracle Cloud Platform: Ease of deployment, reliability, scalability and security, and enterprise-grade readyNOTE FROM RECENT ANALYST REVIEW:"Overall, the Oracle SRM suite along with Eloqua provides capabilities for a wide range of digital marketing services.” -- Real Story Group, Technology Analyst Firm (May 2013)
  • Here’s another change that is very interesting: Executive Search Firm “Spencer Stuart” released two weeks ago their latest figures showing a radically different picture for CMOs. CMOs today are sticking around an average of 45 months—nearly doubling the time since 2004. And this during a period when marketers have only seen more disruptive changes than ever before and a wobbly economy at best. Why?Ad Age -- while a wobbly economy is part of that the reality is the CMO’s role has broadened to include everything from what they did before -- branding + social, mobile, back end technologies ecommerce and content -- CMOs are on the leading edge of their company’s biggest ambitions that will drive bottom line results.A recent AdAge article addressed this issue and most every CMO they interviewed came to a similar conclusion: technology is now a key role for marketers…and alignment with CIOs is becoming more crucial.
  • From a recent AdAge edition nothing the changing and growing role of today’s marketer.
  • The role of today’s marketer is much different. As a “marketer,” you can’t simply leave technology decisions and investments to the “techies.” Your role is now much bigger… and requires connecting, reaching, engaging and understanding consumers across multiple platforms.
  • According to a recent Neolane (of more than 200 heads of marketing from The CMO Club's global members), some 90% of marketing heads participating in a recent survey take responsibility for the overall positive connection between consumer and brand for their respective companies, but many lack the tools to measure increases or reductions in customer satisfaction. Nor do they have the responsibility for the company's profit and loss statement, which limits their ability to connect the experience. hen asked to name the obstacles in delivering a positive customer experience, 51% cited missing processes and accountability as an obstacle; 42%, organizational silos; 42%, incomplete, inaccurate or missing data; 34%, change management or cultural issues; and 30%, unable to personalize experience in real-time.Read more: http://www.mediapost.com/publications/article/202930/cmos-lack-knowledge-to-measure-customer-experience.html?edition=61431#ixzz2XFgfpTjW
  • 5 Secrets To Success With IT / Marketing Collaboration

    1. 1. @AngWWells @vdimauro #EE13 #socbizresearch Five Secrets to Success with Your Tech Team Vanessa DiMauro CEO Leader Networks Angela Wells Director, Outbound Product Management Oracle
    2. 2. @AngWWells @vdimauro #EE13 #socbizresearch 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.
    3. 3. @AngWWells @vdimauro #EE13 #socbizresearch About Us • Vanessa DiMauro • CEO • @vdimauro • vdimauro@leadernetworks.com • Worked on ARPANET • Angela Wells • Director, Product Strategy • @AngWWells • angela.wells@oracle.com • Sports fanatic – including 8 of the last 9 NCAA Final Fours
    4. 4. @AngWWells @vdimauro #EE13 #socbizresearch About Oracle Social Industry’s Only Comprehensive & Integrated Social Solution Social Marketing Social Engagement & Monitoring Social Network Social Data
    5. 5. @AngWWells @vdimauro #EE13 #socbizresearch Powering Modern Marketing Oracle Eloqua Oracle SRM Oracle Cloud Complete Digital Marketing Solution Industry’s First Complete Digital + Social Marketing Solution
    6. 6. @AngWWells @vdimauro #EE13 #socbizresearch 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!
    7. 7. @AngWWells @vdimauro #EE13 #socbizresearch WHAT’S HAPPENING WITH TECH?
    8. 8. @AngWWells @vdimauro #EE13 #socbizresearch St. Peter’s Square, Rome Mobile, Digital, Social via the Cloud Technology Changing Everything
    9. 9. @AngWWells @vdimauro #EE13 #socbizresearch Your Customers & Employees are Always Connected, Sharing, Aware
    10. 10. @AngWWells @vdimauro #EE13 #socbizresearch 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.
    11. 11. @AngWWells @vdimauro #EE13 #socbizresearch 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
    12. 12. @AngWWells @vdimauro #EE13 #socbizresearch EVOLVING ROLE OF CMO
    13. 13. @AngWWells @vdimauro #EE13 #socbizresearch CMO’s Tenure Nearly Doubled from 23 Months in 2004 to 45 Months in 2012. CMO Tenures on the Rise?
    14. 14. @AngWWells @vdimauro #EE13 #socbizresearch CMO is Not A Stable Position Source: WSJ, CIO Magazine(2012), (AdAge (2013), Forbes (2013) 0 20 40 60 80 CEO CFO CIO CMO CCO Average Tenure of C-Suite Months
    15. 15. @AngWWells @vdimauro #EE13 #socbizresearch 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)
    16. 16. @AngWWells @vdimauro #EE13 #socbizresearch 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%
    17. 17. @AngWWells @vdimauro #EE13 #socbizresearch Marketing has Limited Control PAID EARNED OWNED R E A C H 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
    18. 18. @AngWWells @vdimauro #EE13 #socbizresearch COLLABORATION IS KEY
    19. 19. @AngWWells @vdimauro #EE13 #socbizresearch Embrace Change to Succeed
    20. 20. @AngWWells @vdimauro #EE13 #socbizresearch “By 2017 the CMO will spend more on IT than the CIO.” An Eye-Catching Study Emerges
    21. 21. @AngWWells @vdimauro #EE13 #socbizresearch 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 Operations Innovation Analytics Big Data ecommerce
    22. 22. @AngWWells @vdimauro #EE13 #socbizresearch Only 10% of Marketing and IT executives interviewed believe collaboration between CMOs and CIOs is currently sufficient. IT & Marketing Must Collaborate
    23. 23. @AngWWells @vdimauro #EE13 #socbizresearch More than 51% of marketers cite “missing processes and accountability” and 42% cite “organizational silos” as obstacles to delivering a positive customer experience. Organizational Silos Causing Problems
    24. 24. @AngWWells @vdimauro #EE13 #socbizresearch Embrace Change & Drive Strategy Collaborative Social Enterprise People Technology Process Connected Empowered Consumer
    25. 25. @AngWWells @vdimauro #EE13 #socbizresearch MARKETING IS LEADING THE CHARGE Collaboration is Essential… and Becoming Inevitable
    26. 26. @AngWWells @vdimauro #EE13 #socbizresearch 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
    27. 27. @AngWWells @vdimauro #EE13 #socbizresearch 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).
    28. 28. @AngWWells @vdimauro #EE13 #socbizresearch 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% 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 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
    29. 29. @AngWWells @vdimauro #EE13 #socbizresearch Social Business Benefits the Whole Organization - Secret # 1: Get C-Suite Buy-in for Shared Goals CEO CMO CIO CFO
    30. 30. @AngWWells @vdimauro #EE13 #socbizresearch 26% 37% 25% 13% 36% 45% 17% 3% Frequently Occassionally Rarely Never 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
    31. 31. @AngWWells @vdimauro #EE13 #socbizresearch 16% 13% 50% 21% 4% 16% 57% 23% Non-Existent Poor Adequate Excellent Marketing IT How would you classify your current collaboration with Marketing (IT)?
    32. 32. @AngWWells @vdimauro #EE13 #socbizresearch 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?
    33. 33. @AngWWells @vdimauro #EE13 #socbizresearch IT N=72 Marketing N=117 26% 7% 10% 29% 31% 21% 17% 5% 34% 47% 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 Marketing IT Common fill-in responses include: IT is outsourced IT doesn’t support social media IT doesn’t welcome it No connection between IT and marketing My customers are internal Why don’t you collaborate well with Marketing (IT)? Select all that apply
    34. 34. @AngWWells @vdimauro #EE13 #socbizresearch 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!
    35. 35. @AngWWells @vdimauro #EE13 #socbizresearch How has your relationship with Marketing (IT) changed over the past 12 months? IT N=246 Marketing N = 590 2% 60% 38% 2% 56% 41% We Collaborate Less No Change We Collaborate More 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.
    36. 36. @AngWWells @vdimauro #EE13 #socbizresearch Increased Collaboration Can Yield Many Benefits - Secret #4: Find Meaningful Metrics 2.5 quintillion bytes of data created every day Want Engagement, Not Likes
    37. 37. @AngWWells @vdimauro #EE13 #socbizresearch How, if at all, has this change in collaboration impacted your effectiveness as a professional? IT N=96 Marketing N = 257 0% 27% 71% 2% 23% 74% 0% 20% 40% 60% 80% I Am Less Effective No Change in Efficiency I Am More Effective IT Marketing
    38. 38. @AngWWells @vdimauro #EE13 #socbizresearch 2% 2% 17% 27% 36% 42% 43% 51% 2% 2% 13% 26% 23% 40% 47% 54% 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 Marketing IT What, if any, are the benefits of increased collaboration? Select top three IT N=88 Marketing N= 237
    39. 39. @AngWWells @vdimauro #EE13 #socbizresearch Collaboration Helps Avoid Tech Mistakes - Secret # 5: Carefully Choose Tools • Don’t “belly up to the bar” of tech tools
    40. 40. @AngWWells @vdimauro #EE13 #socbizresearch SUMMARY & WHAT TO DO NEXT
    41. 41. @AngWWells @vdimauro #EE13 #socbizresearch 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!
    42. 42. @AngWWells @vdimauro #EE13 #socbizresearch 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
    43. 43. @AngWWells @vdimauro #EE13 #socbizresearch Thank You • Vanessa DiMauro • vdimauro@leadernetworks.com • @vdimauro • Angela Wells • angela.wells@oracle.com • @AngWWells

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