|By Lori Witzel||
|December 28, 2012 09:41 PM EST||
Being a revenue-focused, data-driven tech marketer is no longer a best practice—it is, to use Hollis Tibbetts' pithy wording, "table stakes." But even if a marketing organization can't quite raise the stakes to get a seat among their best-performing peers (many marketers lag behind according to Hypatia Research Group) all still must improve outcomes.
Despite an intense focus on improving outcomes, enterprise technology marketers’ best efforts at consistently increasing their return on marketing investment (ROMI) too often fail. (One of the most notable recently? HP's tablet launch fail, which we will discuss in the last of these three posts.)
Even after we implement platforms for marketing automation and models like SiriusDecision’s new Demand Waterfall, even after we tune our SEO and campaigns, our employers/clients still don’t get consistent value from their investment in marketing.
While the average tenure for the head of marketing (CMO, VP Marketing) across major brands has increased since 2005—from 26.8 months to 42 months, according to Gallup—tenure for CMOs in the tech industry lags significantly. And churn at the CMO level cannot help increase consistency in anything but variability of ROMI.
In my opinion, it’s time to do something different, and to learn from others in tech who have struggled with these same challenges...
- Investment (sometimes significant) yielding inconsistent outcomes, resulting in
- A lack of confidence on the part of the executive team and board, leading to
- Churn at the CXO level.
I propose looking at IT as a source for new approaches to solve the return-on-marketing-investment problem. IT is a resource not because they've mastered these challenges, but because IT as a discipline has developed measurable approaches to making outcomes more consistent despite enormous complexity.
Further, best-in-class IT measurably outperforms their peers in ways that matter to the business. For example, in key areas such as legacy modernization, according to Aberdeen Research best-in-class IT departments outperform their peers by roughly 20%.
Some hallmarks of best-in-class IT include:
- Use IT operating models to enable the alignment of “IT priorities and spending with the overall business priorities and strategic imperatives."
- Innovate to make that alignment and its operating model as agile as business strategy, enabling paradigm-shifting competitive advantage.
- Use the Capability Maturity Model Integration (originally developed by Carnegie Mellon's Software Engineering Institute) to inform Communities of Practice/Centers of Excellence - a holistic approach to maturing the organization in support of both innovation and business strategy.
The last item is particularly useful for enterprise tech marketing. The CMMI Maturity Model can provide an operational framework by which marketing can improve ROMI across every discipline.
(To see the CMMI framework, go to Haunted by Marketing here.)
By initiating and evolving a Marketing Center of Excellence (MCOE), enterprise tech marketing can:
- Decrease time-to-revenue by closing the gap between average and best performers in:
- Inquiry-to-win (5x to 7x improvement in yield, or inquiry-to-win ratio, per SiriusDecisions)
- Increase profits faster by:
- Improving customer satisfaction and retention/renewal (recently Pragmatic Marketing discussed profits increasing 25% by achieving a 5% reduction in customer defection rates).
Best of all, a MCOE can be resource-neutral, funded by cutting redundant systems, processes, and identifying/reducing other waste.
In the next article, I’ll discuss the evolutionary steps in developing a MCOE, and what a CMMI-informed MCOE might look like. In the last post of these three, I'll drill down into some of the factors involved in the HP tablet fail, and hypothesize as to whether a MCOE might have mitigated some of the fail.
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
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SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
Dec. 18, 2014 11:00 AM EST Reads: 2,098
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
Dec. 18, 2014 10:30 AM EST Reads: 2,230
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
Dec. 18, 2014 10:15 AM EST Reads: 2,061
ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ -- IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...
Dec. 18, 2014 10:00 AM EST Reads: 1,878
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Dec. 18, 2014 10:00 AM EST Reads: 1,755
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Dec. 18, 2014 09:30 AM EST Reads: 1,864
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 18, 2014 09:00 AM EST Reads: 1,196
Nigeria has the largest economy in Africa, at more than US$500 billion, and ranks 23rd in the world. A recent re-evaluation of Nigeria's true economic size doubled the previous estimate, and brought it well ahead of South Africa, which is a member (unlike Nigeria) of the G20 club for political as well as economic reasons. Nigeria's economy can be said to be quite diverse from one point of view, but heavily dependent on oil and gas at the same time. Oil and natural gas account for about 15% of Nigera's overall economy, but traditionally represent more than 90% of the country's exports and as...
Dec. 18, 2014 06:00 AM EST Reads: 709
The Internet of Things is a misnomer. That implies that everything is on the Internet, and that simply should not be - especially for things that are blurring the line between medical devices that stimulate like a pacemaker and quantified self-sensors like a pedometer or pulse tracker. The mesh of things that we manage must be segmented into zones of trust for sensing data, transmitting data, receiving command and control administrative changes, and peer-to-peer mesh messaging. In his session at @ThingsExpo, Ryan Bagnulo, Solution Architect / Software Engineer at SOA Software, focused on desi...
Dec. 17, 2014 11:15 PM EST Reads: 1,259
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Dec. 17, 2014 11:00 PM EST Reads: 1,333
"For over 25 years we have been working with a lot of enterprise customers and we have seen how companies create applications. And now that we have moved to cloud computing, mobile, social and the Internet of Things, we see that the market needs a new way of creating applications," stated Jesse Shiah, CEO, President and Co-Founder of AgilePoint Inc., in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 17, 2014 08:00 PM EST Reads: 1,298
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
Dec. 17, 2014 06:30 PM EST Reads: 1,207
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Dec. 17, 2014 11:45 AM EST Reads: 1,439
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Code Halos - aka "digital fingerprints" - are the key organizing principle to understand a) how dumb things become smart and b) how to monetize this dynamic. In his session at @ThingsExpo, Robert Brown, AVP, Center for the Future of Work at Cognizant Technology Solutions, outlined research, analysis and recommendations from his recently published book on this phenomena on the way leading edge organizations like GE and Disney are unlocking the Internet of Things opportunity and what steps your organization should be taking to position itself for the next platform of digital competition.
Dec. 15, 2014 11:45 PM EST Reads: 1,642
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Dec. 15, 2014 10:30 AM EST Reads: 6,859
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at @ThingsExpo, Andrew Bolwell, Director of Innovation for HP's Printing and Personal Systems Group, discussed how key attributes of mobile technology – touch input, sensors, social, and ...
Dec. 15, 2014 10:00 AM EST Reads: 1,943
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial Cloud.
Dec. 15, 2014 10:00 AM EST Reads: 1,618