© 2013 ibm corporation cmo and cio: friends with digital benefits istrategy – may 15, 2013 surjit...
TRANSCRIPT
© 2013 IBM Corporation
CMO and CIO: Friends with digital benefits
iStrategy – May 15, 2013
Surjit ChanaCMO, IBM Europe @SurjitChana
© 2013 IBM Corporation2
In February of 2012, The New York Times published an article that gave us a glimpse of the future practice of marketing.
© 2013 IBM Corporation3
© 2013 IBM Corporation4
We have spoken to thousands of CIOs and CMOs and found that they have a number of common goals and challenges
IBM Institute for Business Value
Extend IT inside and outside the organization while minimizing risks
Ensure infrastructure works flawlessly while adopting new tools & technologies
Understand the business deeply to match the right tools and technologies to the needs of the business
Do more than ever, inside and outside the organization
Be more accountable for return on investment
Use tools and technologies their children understand better than them
3,200+ CIOs1,700+ CMOs
© 2013 IBM Corporation5
CIOs are already focusing on solutions required to manage the explosion of data and capture value – a top concern for CMOs
CIO focus over the next 5 years
Insight and intelligence
People skills
Internal collaboration & communications
Risk management
Revenue model changes
79%79%
66%66%
64%64%
50%50%
35%35%
CMO focus over the next 5 years
Rethink skill mix
64%Collaborate with peers
Validate ROI
Address privacy
Integrate insights
51%
49%
28%
69%
64%
"Importantly, the role of CIO is not being looked on as 'Chief IT Mechanic.' It is recognized as a means to extract value from technology and gain insight from complex systems.”
Mark Hale, Director of IS for Food Retail, The Co-operative Group
“The biggest challenge isn’t the amount of data that’s available, but interpreting the data and making business decisions based on the insights it provides.”
Telecommunications CMO, Poland
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Defining a new profession, and a shared agenda for the CMO and the CIO
Marketers have always been responsible
for knowing the customer
Marketers have always been responsible
for defining what to market, and how to
market it
Marketers have always protected
the brand promise
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Goal: Gain Customer insight
What: CMO and CIO developed a Social Media listening solution
Digital benefits: Get customer feedbacks from public forum, as these comments complement the ones shared with Sales Reps
ING Netherlands delivers a relevant dialog with its customers offering products and services that respond to customers’ life events
Embed ING Netherlands success story video – 2:11(Intelligence Director talking about building a system of engagement with clients to detect life events and cater products / services accordingly)
https://www.youtube.com/watch?v=p7tesEdpWNo
Hans HagenaarsCMO of ING
Ron van KemenadeCIO of ING
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ING Netherlands delivers a relevant dialog with its customers offering products and services that respond to customers’ life events
Embed ING Netherlands success story video – 2:11(Intelligence Director talking about building a system of engagement with clients to detect life events and cater products / services accordingly)
https://www.youtube.com/watch?v=p7tesEdpWNo
Hans HagenaarsCMO of ING
Ron van KemenadeCIO of ING
Goal: Grow revenue and customer loyalty
What: CMO and CIO rebuilt the marketing technology infrastructure and processes to become more automated, coordinated and personalized
Digital benefits: • 3x higher response rate• Direct Marketing costs reduced by 35%• Campaign cycle times reduced from 21 weeks to four weeks
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Goal: Shift to Customer centricity
What: CMO and CIO agreed on the roadmap for the future and which infrastructure will be needed
Digital benefits: Become a community leveraging Social platforms
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Embed PETCO success story video – 1:22(Ecommerce & Web Analytics Director talking about customizing marketing and listening to online customer sentiment to monitor brand and cater messaging accordingly – TRIMMED REFERENCES TO COREMETRICS)
https://ibm.biz/BdxJqe
Goal: Strengthen Trust & Transparency
What: CMO and CIO defined a solution based on Mobile and Social to track comments (positive and negative)
Digital benefits: Able to respond to customers with the right answer
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Future Challenges and Opportunities
Systems will understand complex natural languages and perform deep sentiment analysis
Moving from analyzing the PAST, to near REAL-TIME, to predicting the FUTURE
Systems and people will learn from each other
Customers will know as much about you (vs. your competition) as you know about them
Conclusion: Competitive advantage will come from marketing seeing more clearly – and further into – the FUTURE