Transcript CMO and CIO: Friends with Digital Benefits - Surjit Chana

CMO and CIO:
Friends with digital benefits
iStrategy – May 15, 2013
Surjit Chana
CMO, IBM Europe
@SurjitChana
© 2013 IBM Corporation
In February of 2012, The New York
Times published an article that
gave us a glimpse of the future
practice of marketing.
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© 2013 IBM Corporation
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© 2013 IBM Corporation
We have spoken to thousands of CIOs and CMOs and found
that they have a number of common goals and challenges
1,700+ CMOs
3,200+ CIOs
Do more than ever, inside and
outside the organization
Extend IT inside and outside the
organization while minimizing risks
Be more accountable for return on
investment
Ensure infrastructure works flawlessly
while adopting new tools & technologies
Use tools and technologies their
children understand better than them
Understand the business deeply to
match the right tools and technologies
to the needs of the business
IBM Institute for Business Value
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© 2013 IBM Corporation
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
79%
Integrate insights
69%
People skills
66%
Rethink skill mix
64%
Internal collaboration &
communications
64%
Collaborate with peers
64%
51%
Risk management
Revenue model changes
50%
35%
"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.”
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CMO focus over the next 5 years
Mark Hale, Director of IS for Food Retail,
The Co-operative Group
Validate ROI
Address privacy
49%
28%
“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
© 2013 IBM Corporation
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:
What:
Gain Customer insight
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
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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 Hagenaars
CMO of ING
Ron van Kemenade
CIO of ING
Goal:
ING Netherlands delivers a relevant dialog with
its customers offering products and services
Grow revenue
and customer
loyalty
that respond
to customers’
life events
What:
CMO and CIO rebuilt the marketing technology
infrastructure and processes to become more automated,
coordinated andEmbed
personalized
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)
Digital benefits:
https://www.youtube.com/watch?v=p7tesEdpWNo
• 3x higher response
rate
• Direct Marketing costs reduced by 35%
• Campaign cycle times reduced from 21 weeks to four weeks
Hans Hagenaars
CMO of ING
Ron van Kemenade
CIO of ING
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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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Goal: Strengthen Trust & Transparency
What:
CMO and CIO defined a solution based on Mobile and
Social to track comments
(positive and negative)
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)
Digital benefits: Able to respond to customers with the
right answer
https://ibm.biz/BdxJqe
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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
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Let’s continue the conversation
@SurjitChana
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