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The CIO + CMO Relationship: “Fast-Forward” on a New Dialog !
The New CIO + CMO Dialog….
2
“We’re going to
throw away the old
rules, when it comes to
IT’s support of
the Marketing area”
Business Process Automation: by Function
SFA / CRM
1990 2000 2010 2020
Human Resources
Marketing
1980
Supply-chain
E-Commerce
Marketing is just
beginning its
Automation Journey We are here
3
Finance/Manufacturing
© IDC Visit us at IDC.com and follow us on Twitter: @IDC
The Crush of Marketing Transformation (Marketing of Old)
Buyer
“Let me tell
you about
my product.”
Sales Person
“I’ve got a
problem.”
4 © IDC Visit us at IDC.com and follow us on Twitter: @IDC
Today’s Dialog with our Customers
“I know how to
buy!”
45% of the buying
decision is made
before the buyer
has even said hello
to your sales rep. - IDC Buyer Experience Study
5 © IDC Visit us at IDC.com and follow us on Twitter: @IDC
6
Engine = Interaction
Management
Fuel = Data and Analytics
Body = Content
Driver = Mgmt and Admin
To Succeed, the CMO Desperately Needs Technology
2014 IDC Strategic Framework for Marketing Technology V 1.0 = 78 categories
Moni-
toring
Pub-
lishing
Mobile
Apps
Ad Buy
Optimization
Off Line
Ad Mgmt
Display
Ad Mgmt
Location
Based
Mobile
Ads Other
Mobile
Retargeting
Search
Ad Mgmt
Web Content
Mgmt (WCM) Mobile Web SEO
Chat Social Login/
Sharing
Community
Mgmt
On Line
Video
Platforms
Customer
Portals
Search
Content
Mktg
Platforms
Recom-
mendation
Engines
Tag
Mgmt
Personal-
ization
Web
Retar-
geting
Web
Ads
Other
Social
Ad Mgmt
Search Ad
Mgmt
On Line
Video
Ads
Web
Display Ad
Mgmt
Integrated
Mktg
Mgmt
Mobile
Apps
Mktg
Tele-
marketing Direct Mail
SMS/
Text
Online
On Site
AR/PR
Mgmt
Loyalty/
Gamifi-
cation
Monitoring
Publishing
Digital
Publishing
Graphic &
Web Design
A/V
Authoring
Tools
Diagram-
ming
Office
Apps Surveys
Cat/
Cluster
Engines
Lang
Analysis
Q&A
Engines
Digital Asset
Mgmt (DAM)
Doc Mgmt Market Intell
Mktg
Dataware-
house
Data
Mgmt
Web
Analytics
Social
Media
Analytics
Predictive
Analytics
Segment-
ation
Reporting/
BI MRM
Budget/
Plan/
Track
Web
Confer-
encing
Team
Collabor-
ation
Project
Mgmt
Instant
Commun-
ications
Ent
Social
Networks
Apps
Rich Media Search Text Analytics
Competitive Intell
Customer Intell
Social Mktg Other Events Direct Mktg
Portals CMS
Content Search and Analytics
Authoring and Publishing Website Mgmt
Web Ads
Mobile Ads Other Ads
Mktg Data Mgmt Analytics MRM Collaborative Apps
Interaction Management Content Prod & Mgmt
Data and Analytics Mgmt and Admin
Clientelling Mobile POS Merchan-
dising
Social
Commerce
Real Time
Offers
On Line
Catalogs
eCommerce
Platforms
Digital Commerce
Direct
Sales
Tools &
Portals
Partner
Relation-
ship
Mgmt
Enblmnt
Advertising
The Marketing Function Will Undergo the Greatest IT-Driven Business Transformation
0% 2% 4% 6% 8% 10% 12%
IT
Accounting / Finance / Billing
Human Resources & Training
Engineering, Architecture & Research
Supply Chain Management
Other Horizontal
Sales
Customer Service
Risk and Security
Industry Specific Operations
Marketing
U.S. IT Spending by Line of Business 5 Year CAGR (2012-2017)
Excludes Government and Education
Source: IDC’s Line of Business Forecast. Preliminary Data. October, 2013
8 © IDC Visit us at IDC.com and follow us on Twitter: @IDC
IT’s Demise ? Nonsense!
9
Critical Questions for The CIO to Ask the CMO…
Who is our “New Buyer” and what
is the impact on the Marketing
Function?
What should be our Marketing
Technology Road-Map?
What Technology and Operational
Skill-Sets are we lacking for the
support of Marketing Technology?
10
© IDC Visit us at IDC.com and follow us on Twitter: @IDC
Start a New Dialog with your CMO…
11
Moni-
toring
Pub-
lishing
Mobile
Apps
Ad Buy
Optimization
Off Line
Ad Mgmt
Display
Ad Mgmt
Location
Based
Mobile
Ads Other
Mobile
Retargeting
Search
Ad Mgmt
Web Content
Mgmt (WCM) Mobile Web SEO
Chat Social Login/
Sharing
Community
Mgmt
On Line
Video
Platforms
Customer
Portals
Search
Content
Mktg
Platforms
Recom-
mendation
Engines
Tag
Mgmt
Personal-
ization
Web
Retar-
geting
Web
Ads
Other
Social
Ad Mgmt
Search Ad
Mgmt
On Line
Video
Ads
Web
Display Ad
Mgmt
Integrated
Mktg
Mgmt
Mobile
Apps
Mktg
Tele-
marketing Direct Mail
SMS/
Text
Online
On Site
AR/PR
Mgmt
Loyalty/
Gamifi-
cation
Monitoring
Publishing
Digital
Publishing
Graphic &
Web Design
A/V
Authoring
Tools
Diagram-
ming
Office
Apps Surveys
Cat/
Cluster
Engines
Lang
Analysis
Q&A
Engines
Digital Asset
Mgmt (DAM)
Doc Mgmt Market Intell
Mktg
Dataware-
house
Data
Mgmt
Web
Analytics
Social
Media
Analytics
Predictive
Analytics
Segment-
ation
Reporting/
BI MRM
Budget/
Plan/
Track
Web
Confer-
encing
Team
Collabor-
ation
Project
Mgmt
Instant
Commun-
ications
Ent
Social
Networks
Apps
Rich Media Search Text Analytics
Competitive Intell
Customer Intell
Social Mktg Other Events Direct Mktg
Portals CMS
Content Search and Analytics
Authoring and Publishing Website Mgmt
Web Ads
Mobile Ads Other Ads
Mktg Data Mgmt Analytics MRM Collaborative Apps
Interaction Management Content Prod & Mgmt
Data and Analytics Mgmt and Admin
Clientelling Mobile POS Merchan-
dising
Social
Commerce
Real Time
Offers
On Line
Catalogs
eCommerce
Platforms
Digital Commerce
Direct
Sales
Tools &
Portals
Partner
Relation-
ship
Mgmt
Enblmnt
Advertising
Job # 1 for the CMO + CIO Dialog: Take Inventory of Your
Current Marketing Technology Deployments
Taking Inventory: Small Enterprise
Sm
all
Com
pany
Web Analytics Social Media Analytics Web Conferencing Email
Data and Analytics A Mgmt and Admin A
Taking Inventory: Medium Enterprise
Me
diu
m C
om
pany
Web
Analytics
Social
Media
Analytics
Reporting/
BI
Web
Confer-
encing
Instant
Commun-
ications
Taking Inventory: Large Enterprise
Larg
e E
nte
rpri
se
Mktg
Data
Warehouse
Data
Mgmt
Web Analytics
Social Media
Analytics Predictive
Analytics
Segment-
ation Reporting/BI
MRM Budget/ Plan/
Track
Web
Conferencing
Team
Collaboration
Project Mgmt Instant
Communications
Enterprise
Social
Networks
Apps
Mktg Resource Mgmt (MRM) Mktg Data Mgmt
Content Analytics
Job # 2. Examine Budgets and Staff between CIO + CMO
Breakdown of staff that supports Marketing
Automation and Technologies
Marketing 44.1%
Corporate IT 45.0%
External Consultant
10.9%
Breakdown of funding between Marketing
and IT for Marketing Automation projects
Marketing 62.7%
Corporate IT
33.9%
Other 3.4%
Source: IDC’s 2013 Tech Marketing Benchmarks Study
Job # 3: Think Less About Marketing versus the IT Budget
$? Marketing Budget
$? IT Budget
Who Pays?
(Marketing or IT)
Does it Matter?
(Not at this point..)
Look at the activities that
need to be performed….then
look where they should be
performed.
Job # 4: Assess the “Technical Marketing” Skill Sets between CIO and CMO areas.
2.5%
2.0%
0.0% 0.0% 0.0%
6.4%
3.2%
0.9% 0.9% 0.7%
0%
1%
2%
3%
4%
5%
6%
7%
MarketingOperations
MarketIntelligence
Social Marketing Analytics & BI MarketingAutomation
Job categories as a percentage of total marketing staff
2005
2013
Source: IDC Tech Marketing Benchmark Studies 2005
and 2013
Essential Guidance: Talking to the CMO
Start NOW, and work fast
This is not a “Bet the
Marketing Department”
Issue…
It’s a “Bet the Company” Issue!
Throw out the “old rules” for IT
departmental support
19 © IDC Visit us at IDC.com and follow us on Twitter: @IDC
Thank You !
Richard Vancil Group Vice President,
Executive Advisory Strategies
@richvancil
20 © IDC Visit us at IDC.com and follow us on Twitter: @IDC
