Customers expect more from company leaders.
It is time for leaders in organizations to extend their trust to business units beyond their own. When relationships between top marketers and IT leaders are dysfunctional, the consequences are severe. Here’s what the two leaders should do:
Identify the CMO as the “Chief Experience Officer.” And since customer experience  involves every touch point, the CIO is heavily involved too.
Signal that IT is the strategic partner to marketing. That means more than platform selection and execution.
Agree to work from the same playbook. Agree on access to customer data and speed to market along with security, privacy, and standardization.
Change the skill mixes. Upgrade skills and cross-train.
(via The Dangerous Tension Between CMOs and CIOs - Julia Kirby - Harvard Business Review)

Customers expect more from company leaders.

It is time for leaders in organizations to extend their trust to business units beyond their own. When relationships between top marketers and IT leaders are dysfunctional, the consequences are severe. Here’s what the two leaders should do:

Identify the CMO as the “Chief Experience Officer.” And since customer experience  involves every touch point, the CIO is heavily involved too.

Signal that IT is the strategic partner to marketing. That means more than platform selection and execution.

Agree to work from the same playbook. Agree on access to customer data and speed to market along with security, privacy, and standardization.

Change the skill mixes. Upgrade skills and cross-train.

(via The Dangerous Tension Between CMOs and CIOs - Julia Kirby - Harvard Business Review)

(via ibmsocialbiz)

IBM Targets CMOs with Cloud Suite Offerings, Adds Social Media Analytics
IBM Social Media on the cloud analyzes social media comments and displays the results in charts and dashboards as part of a monthly, Web based subscription service. Furthermore, it can search blog posts, forums and discussion groups, look for so called hot words that define affinity, and then use that data to inform ongoing campaigns. Business rules, filters and analytics can also be configured to measure and react to new events.

IBM Targets CMOs with Cloud Suite Offerings, Adds Social Media Analytics

IBM Social Media on the cloud analyzes social media comments and displays the results in charts and dashboards as part of a monthly, Web based subscription service. Furthermore, it can search blog posts, forums and discussion groups, look for so called hot words that define affinity, and then use that data to inform ongoing campaigns. Business rules, filters and analytics can also be configured to measure and react to new events.

(via ibmsocialbiz)

“IBM on Brand” by Jon Iwata (by VSA Partners)

Capturing the character of the IBM brand

In this two-minute tour, the roots of the IBM brand are traced to the company’s management of its character. Narrated by Jon Iwata, IBM Senior Vice President, Marketing and Communications, “IBM on Brand” draws from VSA’s longstanding collaboration with IBM, which now spans nearly 20 years and encompasses our work as brand agency of record.

“_____ on Brand” is a series of short films created by VSA Partners to capture the current thinking behind leadership brands—specifically, their origins and intent, audiences and ingredients, and business or societal impact.

vsapartners.com/design-agency/capturing-the-character-of-the-ibm-brand/

Cloud services are creating a distinct sense of overlap and a blur of corporate responsibility as CMOs evaluate, acquire, and field extensive new IT capabilities for digital advertising, customer experience management, CRM, and other related functions across a growing set of touchpoints, which now include at a bare minimum traditional media, online media, social media, and mobile devices.  A decade ago, much of the service delivery for these functions would be delegated under the CIO, who would support the marketing department and other groups in their IT endeavors as needed (although largely on IT’s schedule.)
(via A new reality between the CMO and CIO | ZDNet)
Cloud services are creating a distinct sense of overlap and a blur of corporate responsibility as CMOs evaluate, acquire, and field extensive new IT capabilities for digital advertising, customer experience management, CRM, and other related functions across a growing set of touchpoints, which now include at a bare minimum traditional media, online media, social media, and mobile devices.  A decade ago, much of the service delivery for these functions would be delegated under the CIO, who would support the marketing department and other groups in their IT endeavors as needed (although largely on IT’s schedule.)

(via A new reality between the CMO and CIO | ZDNet)

More than 1,700 CMOs interviewed by IBM said that the top three forces changing marketing are, in order of importance, the data explosion, the rise of social media, and new choices of channels and devices.

Quote by Jon Iwata, IBM SVP Marketing & Communications. Quote found in an article titled “CIOs and CMOs Partner To Become Co-Designers of the Customer Experience” at IBM’s website for Center for CIO Leadership. Jon Iwata (via horizonwatching)

(via horizonwatching)

The new services are powered by IBM Interactive IBM has introduced new set of integrated services designed to help businesses build and expand their digital marketing presence. The new services will help chief marketing officers (CMOs) and chief information officers (CIOs) in their engagement with selective and digitally empowered customers, the company said. Though the new services the company will help businesses use technology as a tool to build more meaningful, personalised interactions across mobile, social and online touchpoints. With the new integrated services, IBM will assess a business’s current needs against future marketing vision, conduct a gap analysis to evaluate currently supported future capabilities and then determine the new processes, technology, data, skills and governance required for the transformation strategy.

IBM - Smarter marketing - Overview
With technology now infused into every aspect of commerce, the entire craft of marketing becomes more instrumented, interconnected and intelligent. This leads to profound changes in ways the discipline is understood, led and practiced.
To understand what marketing will look like in the future, it’s useful to consider its fundamental nature. At its core, marketing has always been based on basic principles: understanding customers, meeting their needs and doing so in a way that builds trust. Although marketers face the same questions now, they are answering them in new ways.
In this highly connected world of commerce and communication, you can no longer market broadly to a demographic. A consumer doesn’t want to be a “segment.” She’s an individual. To capture and keep her business, she must be treated as one.
The onus of this evolution has landed on the doorstep of the Chief Marketing Officer. And that means that the mind-set, as well as the skill set, of a CMO has to evolve right along with it. IBM has identified the three mandates for the new CMO.

IBM - Smarter marketing - Overview

With technology now infused into every aspect of commerce, the entire craft of marketing becomes more instrumented, interconnected and intelligent. This leads to profound changes in ways the discipline is understood, led and practiced.

To understand what marketing will look like in the future, it’s useful to consider its fundamental nature. At its core, marketing has always been based on basic principles: understanding customers, meeting their needs and doing so in a way that builds trust. Although marketers face the same questions now, they are answering them in new ways.

In this highly connected world of commerce and communication, you can no longer market broadly to a demographic. A consumer doesn’t want to be a “segment.” She’s an individual. To capture and keep her business, she must be treated as one.

The onus of this evolution has landed on the doorstep of the Chief Marketing Officer. And that means that the mind-set, as well as the skill set, of a CMO has to evolve right along with it. IBM has identified the three mandates for the new CMO.

Insights Into the Modern CMO
We recently had the privilege to conduct an e-mail interview with Christine Moorman of Duke University’s Fuqua School of Business which is one of the top business schools in the United States. Christine is a professor at the university but she is also the head of the CMO Survey. We here at Marketing Pilgrim look forward to the findings of the survey each February and August.
Image source

Insights Into the Modern CMO

We recently had the privilege to conduct an e-mail interview with Christine Moorman of Duke University’s Fuqua School of Business which is one of the top business schools in the United States. Christine is a professor at the university but she is also the head of the CMO Survey. We here at Marketing Pilgrim look forward to the findings of the survey each February and August.

Image source

How industry leaders get prepared

ibmsocialbiz:

image

Today’s leading enterprises apply scientific methods to their social business activities – continuously harvesting the data associated with the process of establishing & maintaining relationships across the customer-set. 

Via Business Analytics Blog

Analyst Virtual Briefing | IBM Chief Marketing Officer Study

To introduce analysts to IBM’s first-ever CMO Study — "From Stretched to Strengthened" — IBM Global Business Services (GBS) Analyst Relations team held another first: a briefing of the study’s findings via the GBS Virtual Center, a 3D, voice-enabled and web-based collaboration complex, which you are welcome to visit and experience first hand.

The 3D briefing and Q&A session, hosted by GBS Analyst Relations Program Manager Michelle Henry, featured:

Study Executive Leader Peter Korsten

Study Director Carolyn Baird

Smarter Commerce Global Leader Paul Papas

The new venue was met with enthusiasm and excitement for future opportunities. One analyst commented, “Attended first ever IBM virtual analyst meeting to review #ibmcmo study. Great use of social media! Is this the future for analyst events?” 

You’re welcome to view & embed the video - and share your thoughts with us in comments here or via @asabiliaAR on Twitter. 

Executive summary Insights from more than 1,700 CMOs – read the Executive Summary