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How Adobe’s CIO blends IT and marketing - CIO.com

How Adobe’s CIO blends IT and marketing - CIO.com | The MarTech Digest | Scoop.it
From www.cio.com - May 4, 2017 10:10 AM
Adobe’s IT shop has a group dedicated to managing data insights in constant collaboration with colleagues in marketing. Another IT group works with marketing systems and has developed core marketing business expertise to understand challenges and deliver more effective marketing programs and lead analysis, according to Adobe CIO Cynthia Stoddard.

“We’ve aligned the IT organizations around capabilities and services, and then we have different people in the business that we focus on different subject matter expertise,” she says. “We work very closely with the marketing organization and we definitely have a role.”

The prevailing goal for Stoddard and her colleagues is to take IT and its unnecessary complexities out of the organization. “Whatever we do within IT is to really eliminate IT,” she says. Her group is responsible for implementing self-service tools and making them readily available on any device. While these objectives are most noticeably blurred in the marketing analytics and Software-as-a-Service (SaaS) solutions space, the mission continues throughout Adobe.
Marteq's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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How to Ensure Marketing Processes Don’t Kill Your IT Team - ReadITquik

How to Ensure Marketing Processes Don’t Kill Your IT Team - ReadITquik | The MarTech Digest | Scoop.it
From www.readitquik.com - January 31, 2017 10:30 AM
Here’s how you can do that:
  • Commit to understanding each other
  • Loop each other in from the start
  • Ask the right security questions early
  • Think Holistically: Use tools that connect with other tools
Marteq's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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The Battle Over Analytics: Who Should Lead The Charge? - InformationWeek

The Battle Over Analytics: Who Should Lead The Charge? - InformationWeek | The MarTech Digest | Scoop.it
From www.informationweek.com - January 6, 2017 2:14 PM
*Create the role of chief analytics officer -- Employed by organizations in diverse industries, including Duke University Heath Center, Macy’s, GoDaddy, EY, and even the City of New York, this role is responsible for mapping analytics needs and use cases throughout an organization. With a direct line to the C-suite, chief analytics officers match business needs and problems with analytics technology for answers.

*Form a cross-functional analytics team -- Bringing HR, marketing and other functional personnel together with IT can be one of the most beneficial ways to bridge the gap between IT and end users. Enabling these users to become citizen data scientists and use predictive analytics for their own unique needs creates meaningful results for everyone involved.
Marteq's insight:

Own analytics before someone else owns it.

 

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more. #MarTech #DigitalMarketing

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My, How Technology Brings Us All Together - MarketingCharts

My, How Technology Brings Us All Together - MarketingCharts | The MarTech Digest | Scoop.it
From www.marketingcharts.com - December 19, 2016 11:09 AM
Marteq's insight:

MIA: Sales.

 

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing

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For Success, Marketing And IT Aim For The Perfect Fit - CMO.com

For Success, Marketing And IT Aim For The Perfect Fit - CMO.com | The MarTech Digest | Scoop.it
From www.cmo.com - November 3, 2015 9:18 PM

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

Marteq's insight:

At this point, if Marketing and IT are not working together, then Marketing needs to get out of the way of digital progress.

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The Complexity Challenge Drives Shadow IT - Re/Code

The Complexity Challenge Drives Shadow IT - Re/Code | The MarTech Digest | Scoop.it
From recode.net - July 22, 2015 7:49 PM

"We’re on the edge of a precipice in the enterprise-tech industry, and most people don’t even realize it.

The problem? The technology developments that have driven some of the greatest advancements in business — things like software as a service (SaaS), virtualization and analytics — have come with costs. Not just monetary costs, but also what I call complexity costs.

Shadow IT is essentially defined as skunkworks projects that provide some of the services or capabilities that IT traditionally offers, but that are done without the permission, or even knowledge in some cases, of the IT department. For example, a shadow IT project may leverage a cloud-based service to put together a simplified version of a mobile application like the one described earlier that delivers only, say, 80 percent of the functionality, but in significantly less time.

Many established IT vendors as well as IT departments themselves painted themselves into this complexity corner over the last 10 to 15 years, and the big question now is, how do they get out of it? The truth is there is no easy answer, and as long as companies continue to depend on any older, legacy systems, these kinds of complexity challenges will continue to exist."


iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

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Marketers Should Protect The Customer Journey - ClickZ

Marketers Should Protect The Customer Journey - ClickZ | The MarTech Digest | Scoop.it
From www.clickz.com - June 30, 2015 10:21 PM

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

Marteq's insight:

Yet another reason for Marketing and IT to work together.

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How to Use Content to Market to CIOs and IT Professionals - Kapost Content Marketing Blog

How to Use Content to Market to CIOs and IT Professionals - Kapost Content Marketing Blog | The MarTech Digest | Scoop.it
From marketeer.kapost.com - February 18, 2015 8:23 PM

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

Marteq's insight:

One of the best content creation roadmaps for IT Decision Makers that I've read. Take a real close look at the bottom table: it's gold.

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Hanin Abu Al Rub's curator insight, February 19, 2015 1:01 PM

This is how to make your IT Professionals understand your Content by using smart content...
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Yes, business leader, you have a tech budget. But you still need IT. Here’s why | VentureBeat | Business | by Mo Marshall

Yes, business leader, you have a tech budget. But you still need IT. Here’s why | VentureBeat | Business | by Mo Marshall | The MarTech Digest | Scoop.it
From venturebeat.com - November 30, 2014 6:34 PM

► Receive a FREE daily summary of The Marketing Technology Alert ◄

Marteq's insight:

Bingo! And THAT'S why you need (must!) incorporate IT on any and all decisions regarding MarTech acquisition, especially when considering using in-house data.

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[FREE] Neustar | Align Marketing And IT To Meet Today’s Business Goals Report

[FREE] Neustar | Align Marketing And IT To Meet Today’s Business Goals Report | The MarTech Digest | Scoop.it
From www.neustar.biz - February 19, 2014 7:00 AM
Neustar and Forrester conducted a study of 260 enterprise marketing and IT decision makers to research the alignment between IT and marketing.


Intermediate/ Excerpt...


In today’s age of increasingly connected consumers, market leaders are those who create exceptional digital experiences while protecting customer data. Download this thought leadership paper today to see the results of a Neustar-commissioned study conducted by Forrester Consulting about IT and marketing priorities and concerns, and the different business unit group interactions that enable — or hinder — key business initiatives today.

 

___________________________________

► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

Marteq's insight:

It's a quick registration to access the report, and although it's a bit of a derivative from previous Forrester pubs, it's a worthwhile read.

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7 things marketing wants to say to IT - Computerworld.au | #TheMarketingTechAlert

7 things marketing wants to say to IT - Computerworld.au | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From www.computerworld.com.au - February 11, 2014 6:31 AM
Attention, IT: As marketing goes all-digital, your CMO needs more from you than back-office support. Are you ready to be a marketing partner?


Advanced/ Digest...


Computerworld caught up with several CMOs and marketing executives to find out what they'd ask of IT if they could speak frankly. Read on to discover their seven key requirements.

1. Understand our new KPIs

2. Deliver on analytics

3. Guide my technology spend...

4. ... but let me run my own systems

5. Loosen the handcuffs, please

6. Teach us how to dive deep

7. Help us meet our customers wherever they are

 

CMOs say they need IT to have a keener understanding of these requirements so they can design systems with the agility that marketing now requires. In many organizations today, marketing handles all customer interactions -- outbound, inbound and those happening on social media -- and they need technology that allows them to interact with customers at any time in any of those media.

 

___________________________________

► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox:  http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).

Marteq's insight:

Probably the best article I've read outlining marketing's requirements from IT: sensible, defensible and logical. It can act as a blueprint for your internal discussions.

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The Rise of the Digital CMO - HBR

The Rise of the Digital CMO - HBR | The MarTech Digest | Scoop.it
From blogs.hbr.org - April 16, 2013 7:44 AM
Many CMOs see their digital future, but still struggle to make the case across the executive ranks.


Key excerpt...


What do these "digital CMOs" do differently? They experiment aggressively. They hire smart digital natives — and empower them. They partner with great agencies. They have the humility to admit what they don't know, the courage to toss out the old playbook, and the confidence to allow digital metrics to illuminate the results.


Some hire a chief technologist. Sometimes it's a peer to the CMO, perhaps a chief digital officer, which Gartner predicts will be present in 25% of enterprises by 2015. Sometimes it's a chief marketing technologist reporting to the CMO, which Gartner already finds in 70% of marketing organizations today. In both cases, this role is the designated left brain to the CMO's right.


Digital CMOs also think beyond digital marketing. They look for opportunities to create digital experiences and revenue streams enabled by the nexus of forces, which is Gartner's description of the convergence and mutual reinforcement of social, mobile, cloud and rich information. The collision of these factors unlocks opportunities to reach and engage with consumers across the physical and virtual worlds, drawing them closer with targeted, contextually relevant experiences and offers.

Marteq's insight:

In the article, the author points to the often-repeated Gartner projection "that by 2017, the CMO's technology budget will exceed the CIO's." We can restate this to read that marketing technology budget will exceed the IT budget. Do you honestly believe that the CIO will not state the case to control this budget? Example: the role of the Business Analyst falls in the IT domain. Could this concept be extended to cover digital marketing? Of course it can. The CMO MUST lay claim to the marketing technologist, otherwise the CMO will be marginalized.


  • See the article at blogs.hbr.org
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Report: CMOs Face Challenges to CMO-CIO Alignment | Business 2 Community

Report: CMOs Face Challenges to CMO-CIO Alignment | Business 2 Community | The MarTech Digest | Scoop.it
From www.business2community.com - April 16, 2013 7:25 AM

Summary...


As marketing and big data become increasingly intertwined, it’s more important than ever for CMOs and CIOs to create collaborative partnerships—yet according to a new study, that alignment isn’t happening.


“Big Data’s Biggest Role: Aligning the CMO and CIO,” a new report from the Chief Marketing Officer Council and SAS Institute, revealed that 85% of CMOs and CIOs surveyed say they’re still challenged with alignment. What’s more, only 41% of senior marketers say they’re aligned with their IT counterparts, while 39% of senior IT executives report alignment with marketing.

Marteq's insight:

We can point to stats that show the lack of alignment between Marketing and Sales. We can point to stats that show the lack of alignment between Marketing and IT. What's the common theme here? Is it difficult to deal with Marketing? Is there some sort of institutionalized barrier that prevents Marketing from building bridges? Why does it seem that Marketing is constantly on the defensive?


  • See the article at www.business2community.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Should IT Select Your Marketing Automation? - LeadLife

Should IT Select Your Marketing Automation? - LeadLife | The MarTech Digest | Scoop.it
From leadlife.com - February 25, 2013 7:17 AM
IT should be a support mechanism to help marketing reach their business objectives, not deter them by driving decisions that may not meet marketing’s needs.


Key excerpt...

Obviously, with SaaS-based software, the onus on IT naturally becomes significantly less. With SaaS offerings such as marketing automation, IT’s role needs to evolve into that of a service organization versus one that deploys and maintains software. IT should be included in the selection and alignment of processes, but not own the final decision. Marketers know what they need. And, in fact, based on the robustness and complexity of many back-end systems, SaaS-based software, especially for front office systems like marketing automation, actually provides a big sigh of relief for IT. So why is it that in some organizations marketers are taking a step back and still deferring to their IT brethren? If companies expect marketing and sales to drive revenue, then they need to let those departments decide what tools they need to do it and how to best accomplish their goals.

Marteq's insight:

We completely agree. And conversely: the marketer does not want to be in a situation to justify all aspects of the MAP, as inevitably the marketer will need to explain/instruct as a part of the process of justifying the recommendation. Own it, and incorporate IT as a part of the decision making process.


  • See the article at leadlife.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us


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