The new CIO-CMO relationship in Higher Education

Digital Economy
Welcome to the New
User experience is shaped by technology trends
Digital economy is defined by mobile, social, cloud, big data and apps
The network is a strategic business asset

Mobile-first, always connected, highly secure
Mobile
74% of viewers will leave a page if not loaded in 5 seconds
268B mobile apps will be downloaded in 2017
70% of mobile searches lead to action within 1 hour

Collaborative, open and connected
Social
65% of B2B companies have acquired a customer through social
94% of customers believe that c-level social involvement is important
82% of employees trust a company with social leaders

Hybrid, flexible and secure
Cloud
97% of workers are using cloud services
60% of all cloud deployments will be hybrid by 2016
77% of businesses saw rogue cloud deployments last year

Right app, right person, right time
Apps
70B apps will be downloaded by 2014 (286 billion by 2017)
84% of mobile traffic is related to apps
0% of college know what apps are running everywhere

Data to insight to rapid decision/action
Big Data
4300% increase in annual Big Data generation by 2020
0.5% of Big Data is being analyzed today
63% of businesses view analyzing Big Data as a competitive advantage

Application Landscape Report 2014
Too many web applications a stumbling block to digital transformation
 60% CIOs believe their most valuable
contribution is introducing new technologies
 Cloud (56%), Mobility (54%), Social (41%) and
Big Data (34%) are seeing major adoption
 76% CIOs: modernization of the application
landscape key to achieving business objectives
*Survey of 1,000 global CIOs

State of the CIO 2014
Digital strategist or traditional CIO?
 90% CIOs: role is increasingly challenging;
65% role is becoming more rewarding
 44% CIOs report to the CEO. Tenure is six
years, while average pay is holding at $219,500
 CIOs spend significant time to focus with
business leaders - up to 25% of week
 Game-changer CIOs average salary $249,000
(70% report to CEO) vs cost-center CIOs
($182,000 and 37% report to CEO)
 48% of CIOs: IT group is viewed as a cost
center or service provider
 61% CIOs have part of their compensation
tied to a specific corporate revenue or profit goal

2014 CIO Priorities
“Measurement is
fabulous. Unless
you’re busy
measuring what's
easy to measure
as opposed to
what's important.”
– Seth Godin

1. Lead the business from the front
2. Re-invent for next-generation digital
3. Create highly engaging workplace,
customer, and partner experiences
4. Enable emergent, decentralized
tech change in the organization
5. Don’t constrain IT, empower it
CIO Mandate: Lead Digital Transformation
Authored by Dion Hinchcliffe, Dachis Group

CMOs – 2014 and Beyond
How will CMOs and CIOs work together?

The Evolved CMO in 2014
CMOs Must Ramp Up Business and Technology Acumen
 62% CMOs surveyed globally believe the CIO
is a strategic partner in meeting corporate goals
 41% CMOs share common vision with CIO of
how marketing and IT teams should work
together
 Only 29% CMOs partner with their IT
counterpart when buying marketing technology
 31% CMOs use technologies to analyze and
respond to customer feedback
 40% CMOs claim they are hindered by the
quality of customer data in their organization

CIOs and CMOs: Power couple or strange bedfellows?
Forced marriage of IT and marketing gets off to a rocky start
 Gartner, marketing’s budget 10.5% of
revenue; IT budgets averaged 3.5%
 Marketing budget for “digital marketing”
was 2.5% in 2012, 3.5% in 2013
 Gartner IT spending by marketing will
rise by an average 9% in 2015

 Is CDO the next step for the aspiring
CIO-Plus?
 The CDO’s job is to turn the digital
cacophony into a symphony
 Roughly 20% of CIOs in Gartner survey
said they played the role of a CDO
 To build great digital capabilities you need
to link to your existing IT capabilities/people
 2011 – 75 CDOs
2013 – 500 CDOs
2014 – 1,000 CDOs
Should Your CIO be the Chief Digital Officer?

Traditional Business Digital Business
Marketing IT Marketing IT

 100 CDOs serve in large global organizations
in 2014, more than double that in 2012
 By 2015, 25% of large global organizations
will have appointed Chief Data Officers
 Over 25% of CDOs are women, almost twice
as high as for CIOs (13%)
 By 2014, more than 20% of government
organizations will have appointed a CDO
Chief Digital Officers

CMOs and CIOs Need to Get Along to Make
Big Data Work
 Data-driven companies are 5% more
productive and 6% more profitable
 Marketers spend $50 billion on Big
Data and analytics capabilities
 Per Gartner, the CMO’s IT budget is
expected to outstrip the CIO’s by 2018
 CMO (customer data) and CIO (Big
Data backbone) are natural partners

Connecting Students Across North America
More than 300 Colleges & Universities

 How technological innovation impacts higher education
 A roadmap for the transformation of higher education
 Trends in Higher Education
Extreme Networks CIO Studies
In-depth interviews and surveys with Higher Education CIOs

CIOS Must Make Strategic Contributions
IT strategy should align with the institution’s operating requirements and strategy
 Student Recruitment
 Student Retention
 Fundraising
 Reducing costs and improving operating efficiency
 Greater classroom innovation

Student Recruitment
 Increase Web presence
 Monitor social media
 Identify undecided prospects
“We’ve got a Facebook and
Twitter presence. IT runs
back end and the public
affairs office runs front end.”
- Erich Matola, CIO University of
Wisconsin at Platteville

“With our early-alert system,
retention rates are up 2-5%.”
- Phil Komarny, CIO Seton Hill
University
Student Retention
 Early warning systems
 Case-management systems for
tracking students
 Create a positive student technology
experience to grow loyalty

“With my fundraising hat on, IT
helped turn-around a multi-year
decline in alumni giving.”
- Reed Sheard, CIO of Westmont College
Fundraising
 Strive to understand the challenges
and contribute ideas where
technology can help generate
revenue
 Provide technology that connects
alumni to the school and each other

“Cost, efficiencies, better
integration, less maintenance,
security, all of these are driving
cloud applications.”
- Lisa Davis, CIO of Georgetown
Cost Reduction and
Operational Efficiency
 Look at admin services, facilities, curriculum
management for opportunities
 Cloud
 Collaborative software
 Extreme Networks Purview

Classroom Innovation
 Higher Education Trends
 WiFi everywhere
 Digital and video content throughout the
campus
 Online Testing
 Adaptive Learning and Textbooks
 MOOCs
 Global Connected Classrooms
 Digital Badges
“We enable students in France
and Austin to meet synchronously
during and after class via
advanced video conferencing.”
- Dave Waldron, CIO
of St. Edward’s
University

 Build The Right Infrastructure
 Provide The Right Applications And
Services
 Transform The IT Organization
 Support Institutional Transformation
Transformation Road Map
Structured approach to align business goals, strategy, and technology to institutional challenges

Build The Right Infrastructure
• Local and cloud-based servers and storage
• Wired and wireless networking
• Voice
• Network security and access control
• Infrastructure for online learning and collaboration
• High-speed Internet access
• Disaster recovery
• Project management capability
“Digitizing, providing online
education, Georgetown
Global, that all has to sit upon a
solid modern infrastructure and
architecture to be able to run.”
- Lisa Davis, CIO of Georgetown

Summary Results
1. Infrastructure
2. Security
3. Virtualization
4. Business Transformation
5. Skills Development
6. Mobile
7. New App Dev
8. Cloud, SaaS
9. Big Data
10.Outsourced Services

Provide The Right Applications & Services
 Back-end applications
 ERP, financial systems, human capital
management, business intelligence
 Administrative tools
 Course selection systems for students
 Online learning applications
 Remote teaching, learning management systems
 Collaboration tools
 video conferencing, activity streams, instant
messaging
 Email and other communications tools
 Apps for mobile devices and phones
“We GPS-enabled the
shuttles and wrote an app so
you can use your iPhone to
see where the college
shuttles are in real-time.”
- Reed Sheard, CIO of Westmont College

Massive Open Online Courses (MOOCs)

Massive Open Online Courses (MOOCs)
EXT MOOC
• 4 Courses
• 2000+ Students
• 50 Countries
• 7 Partnering Universities
What is EXT MOOC

Transform The IT Organization
 Develop a Service-Oriented Culture within IT
 Adopt an Efficient IT Organizational Structure
 Align IT and the Business
 Develop IT Staff Skills
“Every IT person can do any project
that doesn’t take more than 12 hours.
If there is a contra initiative and you
need our help, we help you. There is
no need for some committee to
decide. ”
Rob Rennie, CIO of Florida State College
at Jacksonville

 Facilitate Open Relationships with Stakeholders
 Exchange Ideas with Stakeholders
 Foster Executive Relationships
 Ideally CIO reports to president, dean, or provost
 Participate on non-technology committees
 Create informal relationships with institutional leaders
Drive and Support
Transformation & Culture Shift

CDO, HARVARD UNIVERSITY
PERRY HEWITT
Digital should be everyone's job
Think from the outside-in
Management needs to live digital

CIOCaliforniaStateUniversityChannelIslands.
MICHAEL BERMAN
Marketing understands brand awareness
IT helps with analytics, mobile, social media
CIO can manage both IT and Marketing

CIO, UNH
JOANNAYOUNG
Be open to innovation
Take a 460 degree view
Social accelerates contribution

CIO, SETON HILL
PHIL KOMARNY
Mobile-first is expected
Social media is a learning thing
You can’t be relevant without being social

CIOUniversity of Mississippi Medical Center
DAVID CHOU
Drive branding with social media
Unify missions of edu, research, patient care
Keep organization ahead of the megatrends

CIO, FCC
DAVID BRAY
Put culture first
Create a culture of "intrepreneurs"
Opt for agile adoption in phases

CIO, INTEL
KIM STEVENSON
No IT projects, only business projects
IT should help transform the business
Connect to new sources & influential people

CIO, HP
RAMON BAEZ
Never deploy something the business isn't ready for
Form close relationships with the business units
Extend innovation beyond IT

CIO, DELL
ANDI KARABOUTIS
IT must proactively welcome ideas from outside of IT
CIOs must form an alliance with CMOs
Embrace disruptive technologies, like cloud

CO-CHAIR, DELOITTE
JOHN HAGEL
Drive change at the edge of an organization
Accept vulnerability as path to earning trust
Move to a model of scalable learning

CIO, NETFLIX
MIKE KAIL
Focus on cloud wherever possible
IT's charter is to improve business efficiency
Partner with line-of-business

CIO, COLORADO
KRISTIN RUSSEL
Control is an illusion
Collaborate to co-create value
Innovation is closest to the frontline

VP CONTENT, NE PATRIOTS
FRED KIRSCH
Know your customers
IT infrastructure is a business asset
Big Data rewards customer engagement

CIO, US GSA
CASEY COLEMAN
Go first and stay ahead
Focus on user experience
Technology for business sake

CIO ofADP
MIKE CAPONE
Responsible for both IT and product dev
Guide strategy with peer collaboration
Work with CMO on analytics and big data

CIO of San Francisco
MARC TOUITOU
Customer's business requirements are #1
Simplify. Accelerate.
Be the Chief Enthusiast Officer

CEO, BOX
AARON LEVIE
Collaborate with the business
IT should be the information enabler
Pay attention to where customers are going

CIO, CELTICS
JAY WESSEL
Maintain a winning attitude
Teamwork across departments
Adore what you do. Passion drives excellence

CMO, SAP
JONATHAN BECHER
Be deliberately digital
Democratize Business Intelligence
Build programs from the audience in

GROUP VP, IDC
MIKE FAUSCETTE
CMO owns the results of Big Data
Customer communication platforms
CMO chooses the tools, but CIO makes them work

GROUP VP, GARTNER
MARK P. McDONALD
The emerging CDO
Technology is bigger than IT
14% of total economy now happens online

FOUNDER,ALLTOP.COM
GUY KAWASAKI
Trust the crowd
Social amplifies voice and choice
CIOs empower CMOs to focus outwardly

Areas where CMOs become frustrated with CIOs
CIO understands marketing requirements
Marketing employees understand IT
IT employees understand marketing programs
Want to enable marketing employees to
operate data/content, without IT intervention
IT development process is slow and not
aligned to the speed of digital marketing
Strongly Disagree (%) Strongly Agree
2 9 38 38 13
3 13 38 36 10
5 18 32 34 11
6 13 36 33 12
9 14 38 28 11

Areas where CIOs become frustrated with CMOs
Software service needs careful planning
CMO understands company’s IT infrastructure
IT employees understand marketing programs
Marketing pulls in technologies without
consideration for IT standards
Marketing understands technology
Strongly Disagree (%) Strongly Agree
14 30 40 25
3 6 36 38 17
3 16 31 35 15
15 29 35 14
15 34 33 153
7

Marketing Success Factors

“The most powerful combination
is the CMO and CIO working
together with a shared goal to
grow the business.”

The new extremenetworks.com
 Responsive user interface
 Adjusts to desktop, mobile and tablets on the fly
 Extend your brand experience across the omni-channel
Mobile First

Building a Community
 Contextual intelligence: real-time web personalization
 Understand customer’s needs
 Engage during moment of research
The Social Web

“Partner with the CIO organization
so that the IT strategy and tactics
for the marketing function become
shared and unified.”

 Understand the science behind marketing and sales
 Understand the markets your company servers
 Co-champion marketing and sales innovation
 Value design, emotion, and customer experience
 Connect with people outside of IT and company
WHAT CAN CIOs DO TO HELP CMOs

WHAT CAN CMOs DO TO HELP CIOs
 Trust IT expertise
 Promote IT innovation
 Increase your technology IQ
 Monitor emerging marketing tech trends
 Clearly communicate business objectives

Thank You
@ValaAfshar

The new CIO-CMO relationship in Higher Education

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