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CMO vs CIO: Paths Forward to Collaboration on Collaboration - Ray Wang, Esteban Kolsky

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CMO vs CIO: Paths Forward to Collaboration on Collaboration - Ray Wang (Constellation Research), Esteban Kolsky (ThinkJar), Keynote Speakers @ Social Business Forum 2013

CMO vs CIO: Paths Forward to Collaboration on Collaboration - Ray Wang, Esteban Kolsky

  1. 1. © 2010 - 2013 Constellation Research, Inc. All rights reserved.TMThe CMO vs CIO:Paths Forward toCollaborationThe Emergence Of The Chief Digital Officer11 Jun 2013R “Ray” Wang (@rwang0)Principal Analyst & CEOConstellation Research, Inc.Esteban Kolsky (@ekolsky)PresidentThinkJar, LLC#SBF13
  2. 2. © 2010 - 2013 Constellation Research, Inc. All rights reserved.The companySocietà Stile Di Vita Digitale
  3. 3. © 2010 - 2013 Constellation Research, Inc. All rights reserved.budget
  4. 4. © 2010 - 2013 Constellation Research, Inc. All rights reserved.data
  5. 5. © 2010 - 2013 Constellation Research, Inc. All rights reserved.speed of business
  6. 6. © 2010 - 2013 Constellation Research, Inc. All rights reserved.competitive advantages
  7. 7. © 2010 - 2013 Constellation Research, Inc. All rights reserved.business agility
  8. 8. © 2010 - 2013 Constellation Research, Inc. All rights reserved.people
  9. 9. © 2010 - 2013 Constellation Research, Inc. All rights reserved.I want, I want, I want!!!
  10. 10. © 2010 - 2013 Constellation Research, Inc. All rights reserved.And wait, there’s more…Political• Government intrusion ondata and privacyEconomic• People have less, spendless, want more, globalcompetitionSocial• Social networks andonline communities,collaborativeconsumptionTechnological• Social, mobile, cloud,byod, internet ofeverything, big dataEnvironmental• Corporate social,sustainability,Legal• Compliance is not even atopic I want to talk aboutright now
  11. 11. © 2010 - 2013 Constellation Research, Inc. All rights reserved.“…the world is changing, it is notabout us doing something andcustomers agreeing, it is aboutthe customer expecting us to dothings differentlyand us delivering…”
  12. 12. © 2010 - 2013 Constellation Research, Inc. All rights reserved.we are moving fromcompany-centric,where CIOs ruleto customer-centric,where CMOs rule
  13. 13. © 2010 - 2013 Constellation Research, Inc. All rights reserved.The shift leaves leaders overwhelmed andoften powerless…13
  14. 14. © 2010 - 2013 Constellation Research, Inc. All rights reserved.…and the stakes are highWidening gapbetween marketleaders and fastfollowers7x the cost ofacquiring acustomer vsretentionAverage CXOtenure is less than3 years14
  15. 15. © 2010 - 2013 Constellation Research, Inc. All rights reserved.The business model shift is here• Product companies giveaway product for servicerevenues.• Service based businesses sellexperiences at varying pricepoints and service levels.• Experience based businessesselling business models• Business model companiessell peace of mind.15
  16. 16. © 2010 - 2013 Constellation Research, Inc. All rights reserved.16Regardless of model, winners battle foradoption, loyalty, and share of wallet
  17. 17. © 2010 - 2013 Constellation Research, Inc. All rights reserved.The customer lifecycle is dead, gone, morticompanytargetacquiresupportretain
  18. 18. © 2010 - 2013 Constellation Research, Inc. All rights reserved.experiencefeedbackexperiencefeedbackCRMexperiencefeedbacktargetexperiencefeedbackretainERPcompanyThe single point of contact is anche mortisupportacquire
  19. 19. © 2010 - 2013 Constellation Research, Inc. All rights reserved.emergence of the experience continuum
  20. 20. © 2010 - 2013 Constellation Research, Inc. All rights reserved.demographicoperationalbehavioralattitudinalsentimentalwho thecustomersarehowefficientlythebusinessoperateswhatcustomersdo andhow theyworkhoweffectivelythebusinessoperateshow thecustomers feelas expressedpubliclycrmsocial crm“big data”Evolution of data and analytics
  21. 21. © 2010 - 2013 Constellation Research, Inc. All rights reserved.noisedatainformationknowledgeinsightsfilter structure organize analyzeOutcome of social + analytics → insights
  22. 22. © 2010 - 2013 Constellation Research, Inc. All rights reserved.22© 2013 R Wang & Insider Associates, LLC. All rights reserved.Data SourcesInformation &OrchestrationInsightDecisions &ActionsTechnologyDrivenLineofBusinessDriven• Structured• Semi-structured• Unstructured• Physical• Virtual• Machine• Contextual• Performance• Deduction• Inference• Prediction• Next best action• Prevention• Suggestion• No actionIn big data the goal is better outcomes notmore jargon or acronyms
  23. 23. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Make insights actionableinsightsverticalized know-howtraceable metricscorrelated work-flowsdesirable outcomesright answerright channelright time
  24. 24. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Know the 4 personas of the next gen CIO
  25. 25. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Four faces of the new “CIO”ChiefIntegrationOfficerChiefInnovationOfficerChiefInfrastructureOfficerChiefIntelligenceOfficerThe NewC “I” O25External FocusedInternal FocusedTechnologySavvyBusinessSavvy© 2011 – 2012 R Wang & Insider Associates, LLC. All rights reserved.
  26. 26. © 2010 - 2013 Constellation Research, Inc. All rights reserved.What I want…CMO• Efficient Operations• Agile Business Model• Dynamic Processes• Effective Technology• I want to have them, trackthem, monitor them, know howwell they do what they do…• And I want to change themwhen I want/needCIO• Standardization• Agile development• Dynamic Processes• Effective vendors• I want business to understandthe impact of their decisionson running the ship• And I want folks to give me theresources and budget to payfor this
  27. 27. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Here’s the balance we must achieveSimpleScalableSexy27CMONeedsCIORequirements© 2011 R Wang & Insider Associates, LLC. All rights reserved.SafeSecureSustainableBusinessModelsGeosValueNetworksOrg StructuresDisruptiveTechnologyCMO CIO
  28. 28. © 2010 - 2013 Constellation Research, Inc. All rights reserved.CMO and CIO must work together28© 2011 - 2012 R Wang & Insider Associates, LLC. All rights reserved. TimeRateofInnovationIT scalingWave 1 Wave 2 Wave 3 Wave 4 Wave 5
  29. 29. © 2010 - 2013 Constellation Research, Inc. All rights reserved.We need to come to an agreement…Chief Digital Officer?
  30. 30. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Emergence of the Chief Digital OfficerDrive relevancy with context not contentMove mobile strategies from campaign to commerceFocus on conversion rate optimizationDesign for people to people interaction modelsUse marketing automation to gain efficienciesAddress big and small dataExpect more accountability in marketing budgets
  31. 31. © 2010 - 2013 Constellation Research, Inc. All rights reserved.CDO’s master the social businessadoption pathLevel 1:Discovery•Discerning hypefrom reality•GarneringexecutivesupportLevel 2:Experimentation•Identifyingmeaningfulmetrics•Incorporatingsocial businessinto businessmodelsLevel 3:Evangelization•Choosing theright go-forwardplatform (tools)•FosteringinternalcollaborationLevel 4:Pervasiveness•Scaling to matchdemand•Ensuring longterm fundingLevel 5:Realization•Keeping up withsocialinnovations•Developingsocial businessgovernance© 2010 - 2013 R Wang & Insider Associates, LLC. All rights reserved.DEEPR31
  32. 32. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Early adopters focus on scaling32© 2010 - 2013 R Wang & Insider Associates, LLC. All rights reserved. Social Business Priorities Survey (2010 n = 45, 2012 n = 185, 2013 n = 237)
  33. 33. © 2010 - 2013 Constellation Research, Inc. All rights reserved.337 Next Steps
  34. 34. © 2010 - 2013 Constellation Research, Inc. All rights reserved.341. “Start with the business model, hone in on thebusiness value”
  35. 35. © 2010 - 2013 Constellation Research, Inc. All rights reserved.352. Begin with the end in mind• Where do you want to improve adoption?• What behaviors do you want to influence?• What rewards will incentivize the desired outcomes?• Where to introduce rewards in the mission and journey map?
  36. 36. © 2010 - 2013 Constellation Research, Inc. All rights reserved.363. Align use cases to business processes© 2010 to 2013 R Wang & Insider Associates, LLC. All rights reserved.IncidenttoresolutionKnowledge basecreationKnowledge basecurationSupportescalationSupportresolutionAgent escalationPeer basedsupportReactive supportPredictivesupportKickofftodeliveryOn time onbudgetIssue resolution Project staffingCollaborativework spacesIdeation BenchmarkingPolling and datacollectionCampaigntoleadData to campaignCampaigncreationResource staffing A/B testingAugmentedeventsFeedback loops Lead generationCustomer loyalty/VIP experienceLeadtoDealTerritoryassignmentCollaborativesellingCrowd sourceddeal intelligenceMatrix CommerceSave the deal Steal the deal Partner selling
  37. 37. © 2010 - 2013 Constellation Research, Inc. All rights reserved.373. Align use cases to business processes© 2010 to 2013 R Wang & Insider Associates, LLC. All rights reserved.HiretoretirePerformancereviewsCompensationdesignBenefits designBackground checks RecruitingCompensationbenchmarksInvoicetopaymentExpensemanagementTravelmanagementAP accelerationConcepttoproductionFeedback toimprovementInternal design Internal ideationPartner collaboration Crowd sourcedideationSourcingtoacceptanceCollaborativeforecastingOperations planningDefect and warrantymanagementDemand sensingDispatchoptimizationSourcing networks
  38. 38. © 2010 - 2013 Constellation Research, Inc. All rights reserved.People CentricValuesCultureCommunityCredibilityDelivery andComm StylesChannelContentCadenceRight Time DriversContextCatalystCurrency38© 2012 R Wang & Insider Associates, LLC. All rights reserved.4. Apply the 9C’s of engagement start thesocial business journey
  39. 39. © 2010 - 2013 Constellation Research, Inc. All rights reserved.5. Use engagement journey maps providethe planSource: Gavin Heaton, Constellation Research, Inc..39
  40. 40. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Cautious Adopters Market LeadersFast FollowersLaggardsIncrementalTransformationalProactiveReactive• Can we transform our business models?• What outcomes can we transform?• How do we go to market first with this?• How do we make this easy to consume?• Will this truly differentiate our offerings?406. Understand your org persona to drive change© 2011 - 2013 R Wang & Insider Associates, LLC. All rights reserved.• What happens if our competition goes first?• How long can we wait to adopt?• Can we learn from first mover mistakes?• How do we scale this faster and cheaper?• Do we really need to do this?• Can we quantify the market demand?• Can we wait for this to commoditize?• Is this more than a trend?• What type of integration is required?• Are there security and safety risks?• Do we really need to disrupt our business?• Will customers really want this?• How long can we wait for commoditization?• How much longer can we put this off?• Has the trend moved beyond mainstream?
  41. 41. © 2010 - 2013 Constellation Research, Inc. All rights reserved.7. Be happy! Have fun!
  42. 42. © 2010 - 2013 Constellation Research, Inc. All rights reserved.Questions And Answers42
  43. 43. © 2010 - 2013 Constellation Research, Inc. All rights reserved.43Thank youR “Ray” Wang650.918.6619R@ConstellationR.comTwitter: @rwang0http://blog.softwareinsider.orgwww.ConstellationR.comEsteban Kolsky+1-913-256-5759esteban@thinkjar.netTwitter: @ekolskyhttp://thinkjar.net
  44. 44. © 2010 - 2013 Constellation Research, Inc. All rights reserved.© 2010 - 2013 Constellation Research, Inc. All rights reserved. www.ConstellationRG.comSan Francisco | Andalucia | Belfast | Boston | Chicago | Colorado Springs | Cupertino | Denver | Irvine | London | MadridNew York | NOVA |Pune | Sacramento | Santa Monica | Sedona | Sydney | Tokyo | Toronto | Washington, D.C.TM

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