5 Secrets To Success With IT / Marketing Collaboration

@AngWWells @vdimauro #EE13 #socbizresearch
Five Secrets to Success with Your Tech Team
Vanessa DiMauro
CEO
Leader Networks
Angela Wells
Director, Outbound Product Management
Oracle

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.

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

About Oracle Social
Industry’s Only Comprehensive &
Integrated Social Solution
Social Marketing
Social Engagement
& Monitoring
Social Network
Social Data

Powering Modern Marketing
Oracle
Eloqua
Oracle SRM
Oracle
Cloud
Complete
Digital
Marketing
Solution
Industry’s First
Complete Digital +
Social Marketing
Solution

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!

WHAT’S HAPPENING WITH TECH?

St. Peter’s Square, Rome
Mobile, Digital, Social via the Cloud
Technology Changing Everything

Your Customers & Employees are
Always Connected, Sharing, Aware

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.

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

EVOLVING ROLE OF CMO

CMO’s Tenure Nearly Doubled from
23 Months in 2004 to 45 Months in
2012.
CMO Tenures on the Rise?

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

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)

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%

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

COLLABORATION IS KEY

Embrace Change to Succeed

“By 2017 the CMO will spend
more on IT than the CIO.”
An Eye-Catching Study Emerges

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

Only 10% of Marketing and IT executives
interviewed believe collaboration between
CMOs and CIOs is currently sufficient.
IT & Marketing Must Collaborate

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

Embrace Change & Drive Strategy
Collaborative
Social
Enterprise
People
Technology
Process
Connected
Empowered
Consumer

MARKETING IS LEADING THE CHARGE
Collaboration is Essential… and Becoming Inevitable

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

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).

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

Social Business Benefits the Whole
Organization - Secret # 1: Get C-Suite
Buy-in for Shared Goals
CEO
CMO CIO CFO

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

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)?

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?

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

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!

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.

Increased Collaboration Can Yield Many
Benefits - Secret #4: Find Meaningful
Metrics
2.5 quintillion bytes
of data created every day
Want Engagement, Not Likes

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

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

Collaboration Helps Avoid Tech Mistakes -
Secret # 5: Carefully Choose Tools
• Don’t “belly up to the bar” of tech tools

SUMMARY & WHAT TO DO NEXT

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!

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

Thank You
• Vanessa DiMauro
• vdimauro@leadernetworks.com
• @vdimauro
• Angela Wells
• angela.wells@oracle.com
• @AngWWells

5 Secrets To Success With IT / Marketing Collaboration

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