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Guy Courtin Joins Constellation Research to Cover Matrix Commerce

Guy Courtin Joins Constellation Research to Cover Matrix Commerce

Guy Courtin Constellation ResearchSupply chain management expert Guy F. Courtin to cover nouveau commerce and delivery channels as Vice President and Principal Analyst

Constellation is happy to announce Guy Courtin will join the research team as Vice President and Principal Analyst. A veteran practitioner and thought leader in supply chain management, Courtin will cover the evolving commerce environment. Courtin’s appointment to the research team furthers Constellation’s ability to provide holistic coverage of the rapidly changing business environment to its early adopter clients.

As Vice President and Principal Analyst, Courtin’s research and advisory will focus on Matrix Commerce, the technology-driven evolution of the commerce supply chain. Courtin’s research agenda will instruct and inform customer officers, supply chain officers, and procurement officers of the changing demand patterns, buying behaviors, customer expectations, and technologies whose forces are combining to change commerce and its supply chain.

"We're excited to have someone who understands the implication of digital transformation for retailing, commerce, and supply chain.  More importantly, we're excited about Guy's passion for all things matrix commerce," noted R "Ray" Wang, Founder and Principal Analyst, "Guy's been a long time friend and now a trusted colleague. Our Constellation Executive Network clients also gain a trusted advisor in the Northeast." 

Courtin was previously Vice President of Research at SCM World as well as holding leadership roles at technology firms, Retail Solutions, Progress Software, Smartops and i2 Technologies.

COORDINATES

Twitter:  @gcourtin
Profile: https://www.constellationr.com/users/guy-courtin


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Unanswered Questions About The Internet of Things #IoT

Unanswered Questions About The Internet of Things #IoT

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Internet of Things Bandwagon

The #IoT bandwagon is already full but looks like the one above.

On this proverbial bandwagon are herds of pundits, analysts and guys like me living in a rolling echo chamber. In our rolling echo chamber, questions are drowned by conjecture, stalwart claims, and empty predictions. Yeah, we seem to forget to answer the important questions.

There are more unanswered questions about #IoT than there are unique types of things other than computers connected to the Internet.

So lets talk about some of these unanswered questions …

  1. How will things be identified? Here is the basic premise; the idea of “connecting” something to the Internet needs to go away. Things need to be identified via proximity, connection type, or sensors. We have to get to a point where there are standards (yes, standards) for things to be sensed and connected. The physical connecting and disconnecting will become painful, and arduous.
  2. What will the word trust mean to “things” in IoT? In a world where we can get past connecting, we have to start thinking about trust. There will have to be trusted keys, or tribes or families of things where trust is inherent and understood. Take for example, my car is registered to “Richie Etwaru” and my phone is named “Richie Etwaru’s iPhone” still when I connect them via Bluetooth I need the silly numeric pins. IoT will require that we redefine trust in edge computing.
  3. How will connectivity work? If connecting and disconnecting are done with, and there is something like IoTML (The Internet of Things Markup Language) – yes I went there – to enable trust, then what does connectively mean? Is it permanent, transient? Can a thing connect just to inventory itself, or to send a message. In cases of emergencies, can things connect to other things quickly to transmit emergency messages? If there is a fire in my neighbors home, I can run over there and help in any way I want, call his/her family to alert them, lots of unusual connections can be made. Can things behave in the same way? Can the context of the moment things are in drive the extent of the connectivity things have with each other?
  4. What types of conversations can “things” have with each other? This one is my favorite, my phone wants to know something from my refrigerator, can they talk about it without bothering me? Conversations between things are important. Here is a negative bolt, just because I can see metrics about an analog device on an mobile App, does not mean that “thing” is now a part of IoT. For example, if I have a refrigerator App that tells me the temperature of my refrigerator -- does that mean my fridge is now a part of IoT? No, stop it guys, that’s just silly, when my fridge starts to converse with other “things” trusted and connected then it becomes an IoT citizen. Anything else is just a fridge with an App.
  5. How will things be policed? Naturally, things will behave badly. Things will break the rules, who will police this very loose and high context chatter? Will an entire tribe/brand of things be quarantined from connecting to other types of things? We are focusing so much on the “things” in the IoT paradigm shift that we are missing the most important premise of the entire paradigm, the network itself! The network will likely be the police.
  6. What will be the role of AI in IoT?
  7. How will societies of things form?
  8. What will awareness of each other mean to things?
  9. How will things pay each other for services procured? And with what currency?
  10. What happens to the desktop computer eventually?

In an effort to keep the blog short, I figured let us leave the last five questions unanswered for comments below.

I write as a labor of love, in exchange I ask that you share this writing if you think others may find value,

-Richie

New C-Suite Data to Decisions Next-Generation Customer Experience Future of Work Innovation & Product-led Growth Tech Optimization Chief Customer Officer

Connected Enterprise Speakers Announced

Connected Enterprise Speakers Announced

Connected Enterprise Disruptive Tech Speakers

Check who's speaking at this year's Connected Enterprise!

  • Rachel Botsman: TED Speaker. Global thought leader on the power of collaboration and the sharing economy. 
  • Raj Chetty: Economist, MacArthur Fellow, using economics to design more effective government policies.
  • David Pogue: Emmy Award-winning technology journalist. Founder of Yahoo! Tech. Formerly at The New York Times. 
  • John Hagel III: Chairman, Deloitte LLP Center for the Edge. Author of The Power of Pull
  • Robert Scoble: The startup kingmaker. Former technology journalist. Currently Startup Liason at Rackspace. 
  • Paul Greenberg: The Godfather of CRM. Author of CRM at the Speed of Light. 
  • Lauren Capelin: Catalyst for collaborative consumption. 
  • Dr. Janice Presser: Behaviorial scientist. Architect of Teamability®. Uncovering the elements to successful teamwork. 
  • Lawrence Coburn: CEO and co-founder, DoubleDutch, the mobile app for events and conferences. 

Let this extraordinary lineup of speakers challenge the way you think about innovation. Join us at Constellation's Connected Enterprise and learn how to Dominate Digital Disruption. 

Early bird pricing ends September 30, so register today!


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Marketing Automation is Not Just For Marketers: Sales & Customer Service Need It Too!

Marketing Automation is Not Just For Marketers: Sales & Customer Service Need It Too!

As I was taking a briefing this morning by the CMO and team at Act-0n Software, I made the connection that is sorely needed between Marketing and Sales. Sales can often be found complaining that they’d have more sales if Marketing gave them better leads. And Marketing can often be found saying to sales, you’d have more sales if you just acted on the leads we provided.

What I saw in Act-on’s presentation was the fact that Marketing and Sales both benefit from marketing automation software. It’s not just Act-on’s software that provides this. What is really whether most spent on marketing, especially B2B marketing where a lot of money is spent on educating the buyer via webinars, white papers, case studies, etc… is whether that marketing activity is generating sales.

Marketing Automation is Not Just for Marketers Anymore

Marketing Automation is Not Just for Marketers Anymore

The point is really to make a great customer interaction experience. Marketing and Advertising let customers know what is new, exciting and available. But once that is done, how many Marketers know if so marketing “activities” really drove sales? Of if the Marketing Automation platform can connect with the CRM database is to see if someone who is receiving the marketing message is a customer already?

What helps sales is when they can see what the prospect (who is either a current or potential customer) has done with the company – i.e., what interactions they have had with the marketing content they were sent. Did that prospect one the emails, download the white papers, watch videos — i.e., that behavioral data is key to determining buying signals from a customer.

And today, the marketing funnel is not so linear. Someone who is having a customer service issue might display, right in the middle of a marketer’s campaign #fail with respect to the service they got that that service or lack there of can detour a customer from either turning from a prospect into a customer or from a current customer to a defector.

Software that connects separate databases and connects the ability of Marketing, Sales and Customer Service to connect and understand the behavioral data of prospects is key to a company’s success!

And that’s how I see it.

@drnatalie

See you at CCE: Constellation’s Connected Enterprise

Marketing Transformation Next-Generation Customer Experience Chief Customer Officer Chief Marketing Officer

Certified salesforce.com Professionals for Global System Integrators – Accenture leads the way

Certified salesforce.com Professionals for Global System Integrators – Accenture leads the way

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The salesforce.com System Integration and Solution Services market is accerlating more than any other major enterprise technology platform. The salesforce.com market is innovative and transforming the way enterprises and agencies engage with their customers, stakeholders and overall ecosystem. As a result of this capioIT is increasing focus on this market.

One of the key attributes of the salesforce.com services market is the number of certified salesforce.com professionals that major services providers have within their ranks. The table below highlights the number of certified professionals in the 14 vendors included in the overall salesforce.com capture share report. (source: August 2014, https://appexchange.salesforce.com/results?type=Services&filter=a0L30000001kHrREAU). Note this table highlights the number of global resources regardless of location. 

VendorGlobal Salesforce Certified Resources
Accenture1652
Deloitte640
Cognizant604
TCS594
Wipro505
Capgemini407
Appirio356
Cloud Sherpas332
Bluewolf309
Infosys256
IBM247
HCL247
NTT242
Fujitsu99

As the table highlights the salesforce.com certified professionals market is dominated by Accenture. As at August 2014, Accenture had approximately 250% more certified professionals than the nearest contender, Deloitte. Cognizant, TCS, are slightly behind Deloitte.

Of the important and increasingly influential cloud focused SI’s Appirio, Cloud Sherpas and Bluewolf have between 300-350 certified professionals. These firms increasingly fight above their weight in this market and as the results of the forthcoming capture share report will highlight are amongst overall market leaders.

Clearly at the smaller end of the numbers of certification and therefore salesforce.com are some global heavyweights, most notably IBM and Fujitsu. These vendors have considerably less certified salesforce.com professionals and influence than in more traditional and legacy technology markets.

Capture Point 

The number of salesforce.com professionals in major Systems Integration and Services providers is clearly not the only determinint of the overall depth of capability that a vendor has in the space. However, it is very indicative of the investment that is being made. The likes of Accenture, Bluewolf, Deloitte and Cloud Sherpas are making comparitively stronger investments in the global and regional salesforce.com ecosystem and it is reinforced by their performance and perception.


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Safeguarding the pedigree of Attributes

Safeguarding the pedigree of Attributes

The problem of identity takeover

The root cause of much identity theft and fraud today is the sad fact that customer reference numbers and personal identifiers are so easy to copy. Simple numerical data like bank account numbers and health IDs can be stolen from many different sources, and replayed in bogus trans-actions.

Our personal data nowadays is leaking more or less constantly, through breached databases, websites, online forms, call centres and so on, to such an extent that customer reference numbers on their own are no longer reliable. Privacy consequentially suffers because customers are required to assert their identity through circumstantial evidence, like name and address, birth date, mother's maiden name and other pseudo secrets. All this data in turn is liable to be stolen and used against us, leading to spiralling identity fraud.

To restore the reliability of personal data, we need to know its pedigree. We need to know that an attribute presented is genuine, that it originated from a trusted authority, it's been stored safely by its owner, and it's been presented with the owner's consent.

A practical response to ID theft

Several recent breaches of government registers leave citizens vulnerable to ID theft.  In Korea, the national identity card system was attacked and it seems that all Korean's citizen IDs will have to be re-issued. In the US, Social Security Numbers are often stolen and used tin fraudulent identifications; recently, SSNs of 800,000 Post Office employees appear to have been stolen along with other personal records. 

We could protect people against having their stolen identifiers used behind their backs.  It shouldn't be necessary to re-issue every Korean's ID.  And changes could be made to improve the relibaility of identification data, without dramatically changing the backend processes.  That is, if a Relying Party has always used SSN fpor instance as part of its identification regime, they could continue to do so, if only the actual Social Security Numbers being received were reliable!

The trick is to be able to tell "original" ID numbers from "copies". But what does "original" even mean in the digital world?  A more precise term for what we really want is pedigree.  What we need is to be able to present numerical data in such a way that the receiver may be sure of its pedigree; that is, know that the data were originally issued by an authoritative body, that the data has been kept safe, and that each presentation of the data has occured under the owner's control. 

These objectives can be met with the help of smart cryptographic technologies which today are built into most smart phones and smartcards, and which are finally being properly exploited by initiatives like the FIDO Alliance

"Notarising" personal data in chip devices

There are ways of issuing personal data to a smart chip device that prevent those data from being stolen, copied and claimed by anyone else. One way to do so is to encapsulate and notarise personal data in a unique digital certificate issued to a chip. Today, a great many personal devices routinely embody cryptographically suitable chips for this purpose, including smart phones, SIM cards, "Secure Elements", smartcards and many wearable computers.

Consider an individual named Smith to whom Organisation A has issued a unique customer reference number N. If N is saved in ordinary computer memory or a magnetic stripe, then it has no pedigree. Once the number N is presented by the cardholder in a transaction, it looks like any other number. To better safeguard N in a smartcard, it can be sealed into a digital certificate, as follows:

1. generate a fresh private-public key pair inside Smith's chip
2. export the public key
3. create a digital certificate around the public key, with an attribute corresponding to N
4. have the certificate signed by (or on behalf of) organisation A.

The result of coordinating these processes and technologies is a logical triangle that inextricably binds cardholder Smith to their reference number N and to a specific personally controlled device. The certificate signed by organisation A attests to Smith's ownership of both N and a particular key unique to the device. Keys generated inside the chip are retained internally, never divulged to outsiders. It is impossible to copy the private key to another device, so the triangle cannot be cloned, reproduced or counterfeited.

Restoring privacy and consumer control

When Smith wants to present their personal number in an electronic transaction, instead of simply copying N out of memory (at which point it would lose its pedigree), Smith's transaction software digitally signs the transaction using the certificate containing N. With standard security software, any third party can then verify that the transaction originated from a genuine chip holding the unique key certified by A as matching the number N.

Note that N doesn't have to be a customer number or numeric identifier; it could be any personal data, such as a biometric template or a package of medical information like an allergy alert.

The capability to manage multiple key pairs and certificates, and to sign transactions with a nominated private key, is increasingly built into smart devices today. By narrowing down what you need to know about someone to a precise customer reference number or similar personal data item, we will reduce identity theft and fraud while radically improving privacy. This sort of privacy enhancing technology is the key to a safe Internet of Things, and fortunately now is widely available.

Addressing ID theft

Perhaps the best thing governments could do immediately is to adopt smartcards and equivalent smart phone apps for holding and presenting ID numbers.  The US government has actually come close to such a plan many times. Chip-based Social Security Cards and Medicare Cards have been proppsed before, without relaising their full potential.  For these devices would best be used as above to hold a citizen's identifiers and present them cryptographically, without vulnerability to ID theft and takeover.  We wouldn't have to re-issue compormised SSNs; we would instead switch from manual presentation of these numbers to automatic online presentation, with a chip card or smart phone app conveying the data through digitally signatures. 

 

New C-Suite Data to Decisions Digital Safety, Privacy & Cybersecurity Security Zero Trust Chief Customer Officer Chief Information Officer Chief Digital Officer Chief Information Security Officer Chief Privacy Officer

Six Companies That Exemplify The Future Of Work

Six Companies That Exemplify The Future Of Work

Image:Six Companies That Exemplify The Future Of Work

The first round of voting for the Constellation SuperNova Awards is over, and the judges have narrowed down the applications to six finalists in the Future of Work category:
Aéropostale Inc 's use of Ceridian Dayforce HCM 
Guitar Center's use of Saba Collaboration@Work 
Intermountain Healthcare's use of AirWatch by VMware 
Northeast Georgia Medical Center's use of Smartsheet  
RMH Franchise Corporation's (Applebee's) use of Bunchball Nitro 
Sentinel Applied Analytics's use of Intellinote 

I am thrilled to see the finalist's stories include a variety of platforms, solutions and processes spanning areas such as Social Task Management, Human Resources and gamification. Each of these stories (as well as the dozens that did not make the finals) tells a wonderful story of how businesses are improving the way their employees get work done.  I'm excited to find out who wins!   

The winner will be revealed live at Constellation Connected Enterprise on Oct 29-31.  It's not too late to register for the conference. I hope to see you there. 


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SuperNova Award Finalists Announced

SuperNova Award Finalists Announced

SuperNova Award LogoThe judges' votes are in. Constellation Research is happy to announce the finalists for fourth annual SuperNova Awards for leaders in disruptive technology! The Constellation SuperNova Awards are the first and only awards to celebrate the leaders and teams who have overcome the hurdles of technology adoption to successfully introduce emerging and disruptive technologies to their organizations.  

We at Constellation know advancing the adoption of disruptive technology is not easy. Disruptive technology adoption often faces resistance from supporters of the status quo, myopia, and financial constraint. We believe actors fighting these forces to champion disruptive technology in their organizations help, not only their organizations, but society as a whole to realize the potential of new and emerging technologies.

On September 9, 2014 the polls open to the public, and you'll be able to cast your votes for your favorite SuperNova Award finalists!

The winners of the SuperNova Awards will be announced at the SuperNova Awards Gala Dinner on October 29, 2014 in Half Moon Bay, California. The gala dinner will take place on the first night of Constellation’s Connected Enterprise innovation summit.

SuperNova Award Finalists

CoIT & The New C-Suite

Robin Jenkins, Regional Marketing Manager, RMH Franchise Corporation
S
anjib Sahoo, Chief Technology Officer, tradeMONSTER Group, Inc.
Gordon Smith, 
Supervisor, Client Hardware Engineering and Mobile, Intermountain Healthcare
Jason Grady, 
NGMC Regional STEMI Coordinator & Paramedic, Northeast Georgia Medical Center
Jeff Trom, Chief Technology Officer, Workiva

Data to Decisions

Chris Frye, Director of Innovation, Crate and Barrel
Dave Berman, 
President, RingCentral
Dr. Joel Dudley
Graeme Aitken, 
Vice President of Business Controlling, DHL Express
Steve Schnur, 
Director of Merchandise Planning & Analytics, MGM Resorts

Digital Marketing Transformation

Heather McBrien, Digital Marketing Manager, AAA Carolinas
Janelle Donovan, 
Sr. Director Of Marketing, Demand Generation, ServiceMax
Scott Loft, 
VP of Ticket Sales and Retentions, The Oklahoma City Thunder
Todd Wilms, 
Head of Social Business Strategy, SAP

Future of Work

Bob Hernon, Vice President of Finance & Treasury, Aéropostale, Inc.
Chris Salles, 
Director, eLearning, Guitar Center
Rob Wavra, 
President, Sentinel Applied Analytics
Gordon Smith, Supervisor, Client Hardware Engineering and Mobile, Intermountain Healthcare
Jason Grady, 
NGMC Regional STEMI Coordinator & Paramedic, Northeast Georgia Medical Center
Robin Jenkins, Regional Marketing Manager, RMH Franchise Corporation

Matrix Commerce

Darrell Haskin, Director of IT, Delta Air Lines
Larry Sibilia, Head of Merial’s Information Management Group, Merial 
Sanjib Sahoo, Chief Technology Officer, tradeMONSTER Group, Inc.
Travis Morrison, IT Director, New Belgium Brewing

Next Generation Customer Experience

Ian White, Manager of Support, Rackspace
Liz Pedro, Director Customer Success Marketing, Mitel
Darrell Haskin, Director of IT, Delta Air Lines
Michael Landauer, 
Digital Communities Manager, The Dallas Morning News
Steve Hilker, 
Dell Product Manager, Dell
Tom Wyland, 
Program Director, Paid Services Engineering, AOL

Technology Optimization & Innovation

Ed Martin, IT Director, UCSF
John West, Owner, Image Uniforms
Jonathan Feldman, 
CIO, City of Asheville IT Services
Kenneth Seeton, 
Central Plant Manager, California State University, Dominguez Hills
Marcel Chiriac, 
Group CIO, KMG International (Rompetrol)
Rick Taylor, 
Vice President of IT & Supply Chain, Youngevity
Wade Sendall, 
Vice President of IT, Boston Globe Media Partners, LLC
William Cooper, 
Associate Vice President and Chief Procurement Officer, University of California Office of the President (UCOP)


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Speed Briefings at VMworld

Speed Briefings at VMworld

It was a good VMworld conference in San Francisco, with a frenzy of announcements, an impressive ecosystem presence on the show floor and a dense briefing schedule. 

As there are many conferences on Moscone, and most use Moscone South as exhibition floor, you can easily compare the profile of the show floor. And pretty much all conferences have a ‘Matterhorn’ profile – with the vendor in the middle, surrounded by the premium sponsors being the peak – and then quickly flattening down. VMworld however looks more like the Ayers Rock – only smaller booth on the very sides of the show floor. An impressive testament how important the industry thinks VMware and its customers are.
 
No Matterhorn - more an Ayers Rock profile
So my takeaways from VMworld are here and here – and I shared my briefings of VMworld 2013 here – so this post will follow the same format - vendors in alphabetical format:


.
I met with CloudPhysics last year and the startup has made very good progress in the last 12 months. Originally the company focused on the visualization of VMware data centers compute loads and with a smart crowdsourcing strategy of intelligence snippets (they call them cards) quickly got a lot of attention and traction. More recently the company has added monitoring and analytics and with that has become an even more interesting vendor to consider.

 
 
The vendor formerly known as Cloudvelocity has also made good progress in the last year in the interesting area of cloud migration. The original focus was on cloud migration, it is good to see the company is now quickly moving into the disaster recovery opportunity. The product ‘just’ transfers files between the private to the public cloud (for now AWS) and that simply works. Sounds magical, but given the experience of the founder team from the former Neopath – something of that complexity could have been pulled off – and now we can see it has been pulled off. No better proof point than live customers, that the company now has. Always nice to see a startup putting a year to good news. 
 
 
 
This startup took the interesting approach to enable monitoring of on premise data centers from a cloud based console. At VMworld it promoted its products with the catchy slogan of 'SaaS magic for Private Clouds'.  To help with that Platform9 has created its own OpenStack distribution. An interesting approach to run a cloud based console easily and quickly on top of OpenStack based data centers. Definitively an interesting alternative of the traditional, slow to procure and install, hard to maintain system management and monitoring vendor landscape. 
 
 
 
It was great to catch up with Puppetlabs, to me the company that powers most infrastructure for next generation applications. It was good to see the focus on being a software company, staying away from the services fray and leaving that business to the partner ecosystem. With the user conference PuppetConf imminent – I can’t share any product plans, but they sounded promising. One of the viable showcases on how to thrive in the Open Source ecosystem not with services, but software products. 
 
 
 
An interesting startup in the virtual desktop and virtualization space. Contrary to most VDI products that sit on hypervisors, Sphere3D has built its on microvisor. With that the company achieves significant better utilization of hardware than the VM based competitors – but with the vendor also requires its own virtualization. The good news is that the virtualization process is simple, only a few steps and can be done by a business end user, with the requirement being only that they are able to install the application. With the pending merger with Overland Storage the company will likely become a player in the mobile / BYOD market, too. 
 
 

There are few Midwest based software companies and more than often we have not heard of them. TeamQuest is in the workload measurement and visualization business and has an impressive customer portfolio, having been around for 20+ years. The product allows also to import and visualize 3rd party data and has recently added predictive analytics to help foresee short comes and possible outages in a data center. When predictive analytics are put in place successfully, and the vendor has the domain expertise to pull this off, they are a very powerful mechanism to make people's life easier - in this case the life of IT managers and operators. 

My 2013 VMworld speed briefing blog post can be found here

More on VMWare by me
  • Event Report - VMware makes a lot of progress - but the holy grail is still missing - read here.
  • First Take - VMware's VMworld Day 1 Keynote - Top 3 Takeaways - read here.
  • Progress Report - Good start for VMware EUC - time for 2nd inning - read here.
  • Speed Briefings at VMworld - inside and outside the VMware ecosystem - read here.
  • VMware defies conventional destiny - SDDC to the rescue - read here.

 

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Is the War Between Marketing and IT Over?

Is the War Between Marketing and IT Over?

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Pinky and Brain bannerThe strained relationship between marketing and IT departments, it’s a tale as old as time (well, at least as old as the invention of computers). There’s certainly no love lost between these two; marketers request digital work to be completed in a month but it takes the IT guys that much time to stop laughing at the marketing team’s request and timeline. Conversely, IT departments are often myopic in the way they work, too focused on the task’s parameters, technology, and security concerns to understand the bigger business need. Few companies have been able to find common middle ground between these two important business functions.

The good news is that we’re seeing positive movement on this front. Business executives are focusing more and more on the prospects of big data – that nebulous and ever-expanding cloud of historical consumer activity, social media commentary, and market research. We know there’s gold in dem der hills but extracting the value remains one of today’s great business challenges.

It’s this very challenge that necessitates a stronger alignment between marketing and IT departments and that has us wondering: Is the war between marketing and IT over?  The formula for successfully mining big data in a timely and on-budget fashion demands better communication and cooperation between these two groups. In fact, it may require something of a merger.

McKinsey & Company shared a case study this month that showcases the importance of this partnership.

A global company recently decided to do what many companies are doing: figure out how to turn big data into big profits. It put together a preliminary budget and a request for proposal that in effect asked vendors to take the data the company had and identify opportunities.

Vendors were thrilled with what was essentially a free pass to collect and analyze everything (with due regard for customer privacy concerns, of course). Two months later, the bids were coming in 400 percent over budget. The obvious solution was to narrow the scope, but no one was sure what to cut and what to keep because the chief marketing officer (CMO) hadn’t specifically defined the most important data requirements, and the CIO hadn’t reviewed the request for proposal or intervened to prevent the inevitable above-budget bids. Months of wasted time and spending later, the company is no closer to a big data plan.

The New CMO-CIO Partnership

CMOs (and marketing agency chiefs) must lead their teams towards a better understanding of the science of marketing, which includes data mining, analytics, and customer lifetime value calculations. It’s no longer enough for marketers to develop creative campaigns that increase brand awareness and fill the sales funnel.  They must be able to analyze transactional, personal, and social data – in combination – in order to discover accurate business trends and opportunities.

CIOs are not off the hook here; technology teams must move beyond their operational and support focus to become revenue enablers.  This can be achieved by removing obstacles that limit the speed at which data can be accessed, integrated, and used.  They must foster a greater understanding of business and consumer analytics among their teams so that the technology, hardware, and related operational practices within the organization are driven by an acute awareness of changing consumer patterns.

McKinsey & Company stated it very succinctly, “It may be a marriage of convenience, but it’s one that CMOs and CIOs need to make work especially as worldwide volume of data is growing at least 40 percent a year, with ever-increasing variety and velocity.”

Sensei Debates

Will big data force a merging of marketing and IT departments?

Sam Fiorella
Feed Your Community, Not Your Ego

The post Is the War Between Marketing and IT Over? appeared first on Sensei Marketing.

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