I presented this deck in Singapore to a group of CIOs from the financial sector. Focus is primarily on helping to understand the complexity of marketing and how a good relationship between the CMO and CIO can help businesses be more successful.
3. From their press release
At Lenovo, we make every effort to provide a great user
experience for our customers. We know that millions of
people rely on our devices every day, and it is our
responsibility to deliver quality, reliability, innovation and
security to each and every customer.
In our effort to enhance our user experience, we pre-
installed a piece of third-party software, Superfish
(based in Palo Alto, CA), on some of our consumer
notebooks. The goal was to improve the shopping
experience using their visual discovery techniques.
CMO
4. From their press release, part 2
We stopped the preloads beginning in January.
We shut down the server connections that
enable the software (also in January), and we
are providing online resources to help users
remove this software.
Finally, we are working directly with Superfish and
with other industry partners to ensure we address
any possible security issues now and in the future.
CIO
5.
6.
7.
8.
9. While strategy is the
differentiator for creating
competitive advantage,
operational efficiency is a
prerequisite
Michael Porter
Many marketers focus on marketing strategy
- branding, positioning, segmentation, tone of voice -
neglecting operational marketing efficiency
Marketing
efficiency =
up-to-date
IT environment
& tools
10. How businesses compete in 2016
The world according to Gartner
Customer experience will be the battleground
marketers are fighting over
Use customer data will determine marketing success
Digital commerce will be inextricably linked with
marketing
Marketing will set the strategy for not just marketing
technology, but for all customer-facing technology
Marketing innovation will come out of the closet
Source: http://blogs.gartner.com/laura-mclellan/5-predictions-marketing-2016/
12. Now
Good companies
have the best customers
and deliver the most memorable experience.
Then
Good companies
have the best products
and show the most memorable advertising.
21. Digital IQ by PwC
According to PwC’s recent Digital IQ Survey of
almost 1,500 IT and business leaders, 70% of top-
performing organizations have strong relationships
between the CIO and the CMO.
Yet overall, the CIO’s relationship with the CMO
was rated among the lowest in the entire C-Suite,
with only 51% of all respondents reporting it as
strong.
22. Organizational business
challenges
Marketing vs. Selling
Security vs. Agility
Data vs. Privacy
Cost Center vs. Profit Center
Change Management vs. System Customization
Service Quality vs. Tech Quality
Customer Experience vs. Systems Complexity
Social Media vs. Confidentiality
Disruptive Changes (Uber, Kickstarter, Airbnb, Apple Pay, etc.)
23. CMO
• Products and
Advertising
• Talkers
• Campaigns
• Products &
Features
CIO
• Systems and
hardware
• Guardians
• Developers
• Quality
assurance
Demand
Support
Then
24. CMO
• Experience
• Listeners
• Dialogue
• Sharing stories
• CIO
• Cloud &
Social
• Facilitators
• Coordination
• Integrators
The overlap between the CIO and CMO remit can best
be understood as the area where Customer Experience
is defined
This implies a shared accountability requiring new
KPIs
This means changes in reporting and cooperation
needs
Most of this is driven and facilitated by digital
technologies
CX
Now
25.
26.
27. Addressing the organizational
challenges
Define decision governance between CMO and CIO
Embrace transparency
Embrace data, use it to define actions
Hire the right people, build the right teams
Hire new ‘hybrid’ talent
Pilot before you implement
Plan, pivot, continue…
Measure and report
29. Where to start
It all has to start with a top-level agreement
between the CMO and the CIO to work together
and have a common view of the assets that are
needed for the company to succeed.
30. Branding & Marketing Solutions Expert - Innovation Strategist - Top 100 Social Seller in
Singapore - Speaker & Blogger
matthieu.vermeulen@gmail.com | @mattvermeulen |
sg.linkedin.com/in/matthieuvermeulen/
Matthieu Vermeulen
Whose idea was this? What is super fish. Manipulates ads. But also places a hackable SSL certificate on the machine. The VP for Windows Ecosystem at Lenovo Mark Cohen said they had screened Superfish in September last year and had demanded to remove features that would abuse the SSL vulnerability. CTO says; the product team was asked to enhance the user experience. Customers complained in January via the CS channel but nothing was done till February.
This part of the press release must have been approved by the CMO
And the CIO/CTO must have signed this off
Just let this sink in. Think about what the data opportunity is and what the customer has access to. How to stand out as a brand?
Using marketing tech maybe? Great idea and you’re not the only one thinking that. ERP is a 25B$ market in 2013 and has a 2.2% growth rate. Just for comparison… So this is going to be big and coming at you and the marketing departments soon.
Here is a “comprehensive” overview of marketing tech TODAY (well 2012 that is). It is fairly complete, which is I think even scarier. Most of these solutions are less than 10 years on the market. More than half is truly cloud based.
Now add just this in terms of Social Media Channels.
Michael Porter has something very true to say about how to gain competitive advantage.
Gartner as well and the statements here are VERY true. The last one is about this: For the second year in a row we found that marketers are setting aside more than 9% of their budget for innovation. Leading a culture of change and company-wide innovation was the third highest ranked increased CEO expectation of CMOs. More marketing executives have innovation in their title. An increasing number of CMOs manage product development as well as product management. Digital business transformation is causing many industries to shift their business model and offerings to digital vs. physical; putting marketing squarely in the middle of such innovation. GE’s CMO, Beth Comstock, explains in an HBR blog “Part of marketing’s mandate at GE is to find ways the company has not thought of before to promote ongoing innovation.”
Millenials are the new “normal”, setting the stage for all the generations before and after them for both marketing and technology.
This is a very fancy server room in Russia. But all is moving to the cloud
But… the CMO – CIO relationship is still not strong, yet it is important.