Five Tips to Success with Your Tech Team

Transcription

1 Five Tips to Success with Your Tech Team Lessons learned from a new executive study, Socially Driven Collaboration

2 Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle s products remains at the sole discretion of Oracle. 2

3 Takeaways Technology empowers consumers & demands a lot of CMOs Social business is changing how Marketing and IT leaders work Significant obstacles exist to collaboration, starting with culture change Collaboration improves professional effectiveness & offers significant operational benefits More than 2/3 of Marketing & IT Leaders Report Being More Effective Due to Collaboration; Yet Less than 1/3 Report Collaborating Frequently 3

4 Organizational Silos Causing Problems More than 51% of marketers cite missing processes and accountability and 42% cite organizational silos as obstacles to delivering a positive customer experience Neolane study of 200 marketers June

5 Embrace Change & Drive Strategy People Process Collaborative Social Enterprise Connected Empowered Consumer Technology 5

6 Collaboration is Essential and Becoming Inevitable MARKETING IS LEADING THE CHARGE 6

7 About The Study Purpose of the study: Explore the changing relationship between Marketing and IT due to social business Identify potential opportunities from increased levels of collaboration Sample composition: 662 Marketing and 263 IT leaders 100+ employees Currently use at least one social platform 7

8 Social Business Practices are Changing Marketing and IT Roles Marketing and IT can now collaborate more effectively. Social business brings greater awareness of thought leadership, a stronger voice in management decisions and the ability to articulate ROI. Marketing and IT need to both acquire (for themselves) and hire new skill-sets (for the organization). 8

9 How is your role evolving due to social business? Rank the top three responses First Second Third 9 I have the ability to collaborate more effectively I have a greater awareness of thought leadership agenda I need new/different technical skills I have a stronger voice in management decisions I can articulate ROI better/differently I am hiring new/different skills I need new leadership/management skills I need to learn to manage millennial resources No change n=821 6% 5% 12% 11% 10% 3% 4% 10% 16% 15% 5% 7% 6% 1% 10% 9% 7% 5% 3% 15% 12% 15% 10% 10% 12% 9% 12% IT respondents are more likely to report this change Marketing respondents are more likely to report this change

10 Social Business Benefits the Whole Organization Tip # 1: Get C-Suite Buy-in for Shared Goals CEO CMO CIO CFO 10

11 In your role as a Marketing or IT professional, how frequently do you collaborate with your Organization s Marketing team on projects or initiatives? IT Marketing 26% 36% 37% 45% 25% 17% 13% 3% Frequently Occassionally Rarely Never 11 IT N=244 Marketing N=594

12 How would you classify your current collaboration with Marketing (IT)? Marketing IT Excellent 23% 21% Adequate 50% 57% Poor Non-Existent 4% 16% 13% 16% 12

13 Advance from Just Adequate - Tip #2: Understand Your Peer s Perspective Can IT move at the speed of marketing? Does Marketing realize how hard this is? 13

14 Why don t you collaborate well with Marketing (IT)? Select all that apply I do see the benefit, but my company culture doesn t enable it I do see the benefit, but neither team prioritizes it 31% 34% 29% 47% I do see the benefit, but my peer(s) don t welcome it Common fill-in responses include: IT is outsourced IT doesn t support social media IT doesn t welcome it No connection between IT and marketing My customers are internal I don t see the benefit Other 5% 7% 10% 17% 21% 26% Marketing IT IT N=72 Marketing N=117 14

15 Culture of Collaboration Starts With You Tip #3: Be the Role Model Reach out. Make the first move. Make the first five moves, if that s what it takes. Pick a point of customer pain that has IT / Marketing implications and try to solve it together! 15

16 How has your relationship with Marketing (IT) changed over the past 12 months? We Collaborate More Marketing IT 41% 38% Characteristics of organizations that report collaborating more Typically larger in size (<50K employees was top response) From the technology, manufacturing, financial services and business services industries. No Change 56% 60% We Collaborate Less 2% 2% IT N=246 Marketing N =

17 Increased Collaboration Can Yield Many Benefits - Secret #4: Find Meaningful Metrics Want Engagement, Not Likes 2.5 quintillion bytes of data created every day 17

18 How, if at all, has this change in collaboration impacted your effectiveness as a professional? 80% 71% 74% 60% IT Marketing 40% 20% 0% 27% 23% 0% 2% I Am Less Effective No Change in Efficiency I Am More Effective IT N=96 Marketing N =

19 What, if any, are the benefits of increased collaboration? Select top three Stronger/more compelling marketing messages Faster speed to market with products and services Greater adoption of the products or services we Reduction in project costs Fewer defects in the products or services we offer Increased share of budget No benefits Other 2% 2% 2% 2% 54% 51% 47% 43% 40% 42% 23% 36% Marketing 26% 27% IT 13% 17% 19 IT N=88 Marketing N= 237

20 Collaboration Helps Avoid Tech Mistakes - Tip # 5: Carefully Choose Tools Don t belly up to the bar of tech tools 20

21 SUMMARY & WHAT TO DO NEXT 21

22 Summary Technology empowers consumers & demands a lot of CMOs Social business is changing how Marketing and IT leaders work Significant obstacles exist to collaboration, starting with culture change Collaboration improves professional effectiveness & offers significant operational benefits 22

23 Do This Next Schedule a meeting with your IT counterparts Identify a single operational process or result that social business can enhance or accelerate Identify the collaboration details (the 5 W s who, what, when, where and why) Define key success metrics 23