Racepoint Group Chairman Larry Weber's Presentation at FutureM Boston
1. PRESENTED BY
THE CMO and CIO
Getting Along for the
Sake of the Future of
Software
VISIONARY
SPONSORS
TA L K A B O U T U S !
#FUTUREM
INNOVATOR
SPONSORS
#CIOvsCMO
3. Current State of #Marketing
• Marketers increasingly need technology
to do their jobs more efficiently & effectively
• IT fueling companies in today’s age of
analytics and big data
• Customer experience is priority
• Companies slowly investing in technology,
talent and processes to overcome natural
Marketing & IT divide
#FUTUREM
#CIOvsCMO
@TheLarryWeber
4. The Role of the CIO
• CIO has 2 key roles:
o Internal: More traditional IT measures not
connected to CMO like security, cloud,
data, governance, compliance, privacy
o External: Helping CMO select & deploy
best marketing automation platforms,
software
• To equip employees with the tools they need
to be effective
#FUTUREM
#CIOvsCMO
@TheLarryWeber
5. What the Future Holds
• Marketing execs will spend more on
IT and analytics than technology execs
• Marketing will have the support of the CEO, so
CIO must develop strong relationship with CMO
• Many CIOs will report into CMOs
• Long term, CMO & CIO must come together to
deliver a clear vision and time tables
#FUTUREM
#CIOvsCMO
@TheLarryWeber
6. Keys to a Happy Marriage
• CMOs must tell CIOs how Marketing can
benefit from IT innovations
• CIOs must participate in discussions about
overall Marketing strategy and objectives
• Agree on mutual focus areas (i.e.: customer
strategy) and metrics to measure success
• Build strategy around company’s future growth
• Demonstrate value to key Stakeholders
#FUTUREM
#CIOvsCMO
@TheLarryWeber
7. IT & Marketing Collaboration
• Purchase & browsing data used to target
& retarget shoppers through Amazon.com
product suggestions
• Data also used within banners on third-party
sites & via e-mail marketing
• Data then plugged back into CRM system to
create more finely tuned audience
segments
#FUTUREM
#CIOvsCMO
@TheLarryWeber
8. IT & Marketing Collaboration
• Analytics used to gain more visibility into
their online customer loyalty program
• Management compares loyalty/performance data of
marketing promotions with pizza sales/frequency of
transactions, then measures against initial goals
• Mobile commerce campaigns then tailored to more
effectively increase average order price/frequency
• Previously, managers spent 80% of their time just
gathering the data
#FUTUREM
#CIOvsCMO
@TheLarryWeber
9. IT & Marketing Collaboration
• CIO & CMO teams researched customers’
emotional reactions to branding/products
o Routine banking: customers felt bored or safe
o Securing a loan/mortgage: customers felt more
extreme emotions: fear, hope, nervousness
• ING used data to evolve customer service and
company culture
• Used to solve problems from a technical
standpoint; now they solve problems from the
customer's perspective
#FUTUREM
#CIOvsCMO
@TheLarryWeber
11. Connect with Me
MY BOOKS:
• The Provocateur: How a New Generation of Leaders Are Building
Communities, Not Just Companies (Random House/Crown Business,
2002)
• Marketing to the Social Web: How Digital Customer Communities Build
Your Business (Wiley & Sons, 2007, with a second edition in 2009)
• Sticks & Stones: How Digital Business Reputations Are Created Over
Time…And Lost in a Click (Wiley & Sons, 2009)
• Everywhere: Comprehensive Digital Business Strategy for the Social
Media Era (Wiley & Sons, 2011)
• The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant
and Customer-Centric, due out in Spring 2014
TWEET ME: @TheLarryWeber
EMAIL ME: lweber@w2groupinc.com
#FUTUREM
#CIOvsCMO
@TheLarryWeber