Mais conteúdo relacionado Semelhante a Vala Afshar - The Power of Collaboration (20) Vala Afshar - The Power of Collaboration3. ©2014 Extreme Networks, Inc. All rights reserved.
Vala Afshar
2010
No Digital
Footprint
2011
Joined
Twitter
2012 2013 2014
4. ©2014 Extreme Networks, Inc. All rights reserved.
Vala Afshar
2010
No Digital
Footprint
2011
Joined
Twitter
2012
Co-
Authored
Book
2013 2014
5. ©2014 Extreme Networks, Inc. All rights reserved.
Vala Afshar
2010
No Digital
Footprint
2011
Joined
Twitter
2012
Co-
Authored
Book
2013
Blogs/
Video
Series/SlideSh
are
2014
6. ©2014 Extreme Networks, Inc. All rights reserved.
Vala Afshar
2010
No Digital
Footprint
2011
Joined
Twitter
2012
Co-
Authored
Book
2013
Blogs/
Video
Series/SlideSh
are
2014
8. ©2014 Extreme Networks, Inc. All rights reserved.
Vala Afshar
2010
No Digital
Footprint
2011
Joined
Twitter
2012
Co-
Authored
Book
2013
Blogs/
Video
Series/SlideSh
are
2014
9. ©2014 Extreme Networks, Inc. All rights reserved.
Top 10 people mentioned by
marketing executives.
The #1 Retweeted and Mentioned Person by Marketers
10. ©2014 Extreme Networks, Inc. All rights reserved.
Vala Afshar
2010
No Digital
Footprint
2011
Joined
Twitter
2012
Co-
Authored
Book
2013
Blogs/
Video
Series/SlideSh
are
2014
Most
Mentioned in
Marketing
11. ©2014 Extreme Networks, Inc. All rights reserved.
TOP 100 MOST SOCIAL CIOs on TWITTER
List Published: March 25, 2014
13. ©2014 Extreme Networks, Inc. All rights reserved.
Digital Economy
Welcome to the New
User experience is shaped by technology trends
Digital economy is defined by mobile, apps, social, cloud, and big data
The network is a strategic business asset
14. ©2014 Extreme Networks, Inc. All rights reserved.
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
15. ©2014 Extreme Networks, Inc. All rights reserved.
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
16. ©2014 Extreme Networks, Inc. All rights reserved.
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
17. ©2014 Extreme Networks, Inc. All rights reserved.
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 businesses know what apps are running everywhere
18. ©2014 Extreme Networks, Inc. All rights reserved.
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
19. ©2014 Extreme Networks, Inc. All rights reserved.
90% of Revenue Growth in the Next 10 Years
Will Come From the Third Platform - IDC
19
20. ©2014 Extreme Networks, Inc. All rights reserved.
State of the CIO 2014
Digital strategist or traditional CIO?
90% of CIO: role is increasingly challenging;
65% role is becoming more rewarding
44% of 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-changers CIOs average salary $249,000.
(70% report to CEO) vs cost-center CIOs
($182,000 and 37% to CEO)
48% of CIOs: IT groups 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
21. ©2014 Extreme Networks, Inc. All rights reserved.
2014 CIO Priorities
“Measurement is
fabulous. Unless
you’re busy
measuring what's
easy to measure
as opposed to
what's important.”
– Seth Godin
23. ©2014 Extreme Networks, Inc. All rights reserved.
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
24. ©2014 Extreme Networks, Inc. All rights reserved.
Gartner Digital Marketing Budgets Will Increase By 10% in 2014
Gartner – April 29, 2014
10.7% of 2013 annual
revenue on overall marketing
– digital marketing spend is
3.1% of revenue
Digital marketing spend is
double-digit increase in 2013
and 2014
285 respondents with
revenues > $500M
25. ©2014 Extreme Networks, Inc. All rights reserved.
IDC 2014: Marketers Budgets Continue to Increase
Percentage of Companies Increasing Marketing Budgets
Source: IDC’s 2014 Tech Marketing Barometer Survey
63%
45%
78%
16%
25%
8%
21%
30%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All IT Rev >$1B Rev <$1B
Increase
Stay the
Same
Decrease
26. ©2014 Extreme Networks, Inc. All rights reserved.
The Marketing Function Will Undergo the
Greatest IT-Driven Business Transformation
0% 2% 4% 6% 8% 10% 12%
IT
Accounting / Finance / Billing
Human Resources & Training
Engineering, Architecture &…
Supply Chain Management
Other Horizontal
Sales
Customer Service
Risk and Security
Industry Specific Operations
Marketing
26
U.S. IT Spending by Line of Business 5 Year CAGR (2012-2017)
Excludes Government and Education
Source: IDC’s Line of Business Forecast. Preliminary Data. October, 2013
27. ©2014 Extreme Networks, Inc. All rights reserved.
Digital Marketing Expertise is Now a ‘Must
Have’ for B2B Marketing Organizations
27
13%
19%
26%
29%
34%
39%
44%
50%+
0%
10%
20%
30%
40%
50%
60%
2009 2010 2011 2012 2013 2014 2015 2016
%ofTotalProgramSpend
Digital Marketing Program Spend
Source: IDC’s 2014 Tech Marketing Benchmarks Study
28. ©2014 Extreme Networks, Inc. All rights reserved.
IDC’s Definition of Digital Marketing
Program Spend Mix: End of 2013
n=52
Source: IDC’s 2013 Tech Marketing Benchmarks Study
Advertising
9.6%
Digital
Marketing,
34.0%
Direct
Marketing
4.1%
Events
17.8%
Other Areas:
PR, MI, AR,
Marketing
Support and
Sales Tools,
Collateral
34.5%
Program Spend Allocations
(Digital Island View)
Excludes
Digital Events
Excludes Email
Marketing
Excludes
Display and
Search Ads
Digital Marketing – 39% of Program
Spend in 2014
Display Ads
22.0%
Search Ads,
20.2%
Mobile Ads
1.7%
Email
Marketing
13.3%
SMS/Text
Messages
0.7%
Digital
Events
3.7%
Company
Web Sites
13.3%
Search
Engine
Optimizatio
n 3.8%
Mobile Web
and
Applications
1.4%
Other Web
Site 0.1%
Social
Marketing
5.8%
Marketing
Automation
14.0%
39%
forecast
for 2014
29. ©2014 Extreme Networks, Inc. All rights reserved.
IDC 2014: Website and Social Marketing
Program Investment is a Priority
* Marketing Support & Sales Tools
Source: IDC’s 2014 Tech Marketing Barometer Survey
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Web Site Social
Marketing
Marketing
Tech
Branding
& Content
Direct
Marketing
Analyst
Relations
Public
Relations
Advertising Events Market
Intel
MS&ST*
All IT Companies >$1B Companies <$1B
Q. Please indicate if investment in the following Program Spend categories will increase, decrease, or stay the same in 2014 as
compared to 2013.
31. ©2014 Extreme Networks, Inc. All rights reserved.
Gartner: 2014 Technology Transit Map
Ad Technology
Analytics
Creative
Commerce
Emerging Technologies
Marketing Management
Mobile
Real-Time Data
Search
Social
Strategy
User Experience (UX)
32. ©2014 Extreme Networks, Inc. All rights reserved.
IDC - 2014 Marketing Technology Map
Digital Transformation of Marketing
34. ©2014 Extreme Networks, Inc. All rights reserved.
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
35. ©2014 Extreme Networks, Inc. All rights reserved.
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
36. ©2014 Extreme Networks, Inc. All rights reserved.
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 CIO’s in a 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?
37. ©2014 Extreme Networks, Inc. All rights reserved.
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
38. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, FCC
DAVID BRAY
Put culture first
Create a culture of "intrepreneurs"
Opt for agile adoption in phases
39. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, INTEL
KIM STEVENSON
No IT projects, only business projects
IT should help transform the business
Connect to new sources & influential people
40. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, SETON HILL
PHIL KOMARNY
Mobile-first is expected
Social media is a learning thing
You can’t be relevant without being social
41. ©2014 Extreme Networks, Inc. All rights reserved.
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
42. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, NETFLIX
MIKE KAIL
Focus on cloud wherever possible
IT's charter is to improve business efficiency
Partner with line-of-business
43. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, US GSA
CASEY COLEMAN
Go first and stay ahead
Focus on user experience
Technology for business sake
44. ©2014 Extreme Networks, Inc. All rights reserved.
DAVID CHOU
Drive branding with social media
Unify missions of education, research, patient care
Keep organization ahead of the megatrends
CIO, University of Mississippi Medical Center
45. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, COLORADO
KRISTIN RUSSEL
Control is an illusion
Collaborate to co-create value
Innovation is closest to the frontline
46. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, HP
RAMON BAEZ
Never deploy something the business isn't ready for
Form close relationships with the business units
Extend innovation beyond IT
47. ©2014 Extreme Networks, Inc. All rights reserved.
CIO, UNH
JOANNAYOUNG
Be open to innovation
Take a 460 degree view
Social accelerates contribution
48. ©2014 Extreme Networks, Inc. All rights reserved.
MARC TOUITOU
Customer's business requirements are #1
Simplify. Accelerate.
Be the Chief Enthusiast Officer
CIO of San Francisco
49. ©2014 Extreme Networks, Inc. All rights reserved.
CIOCaliforniaStateUniversityChannelIslands.
MICHAEL BERMAN
Marketing understands brand awareness
IT helps with analytics, mobile, social media
CIO can manage both IT and Marketing
50. ©2014 Extreme Networks, Inc. All rights reserved.
CDO, HARVARD UNIVERSITY
PERRY HEWITT
Digital should be everyone's job
Think from the outside-in
Management needs to live digital
51. ©2014 Extreme Networks, Inc. All rights reserved.
VP CONTENT, NE PATRIOTS
FRED KIRSCH
Know your customers
IT infrastructure is a business asset
Big Data rewards customer engagement
52. ©2014 Extreme Networks, Inc. All rights reserved.
“The most powerful combination
is the CMO and CIO working
together with a shared goal to
grow the business.”
53. ©2014 Extreme Networks, Inc. All rights reserved.
“CMOs must partner with the CIO
organization so that the IT strategy
and tactics for the marketing
function become shared and unified.”
54. ©2014 Extreme Networks, Inc. All rights reserved.
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
55. ©2014 Extreme Networks, Inc. All rights reserved.
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
Notas do Editor Convince you to join a social network
Talk about the disruptive and rapid changes in marketing
The business will not wait for IT to progress forward
Give the pace of innovation and complexity of digital business transformation, collaboration is key to success “Better Connections. Better Experiences. For Everyone” can only be achieved if you consider the most impactful and influential trends of our (or possible any) time in history. http://www.cio.com/article/744601/State_of_the_CIO_2014_The_Great_Schism
In our 13th annual State of the CIO survey, 25 percent of the 722 CIOs we surveyed report that the IT group is perceived by colleagues as a true business peer--or even a game-changer--that can create and launch new products and open new markets.
http://www.cio.com/article/744601/State_of_the_CIO_2014_The_Great_Schism
In our 13th annual State of the CIO survey, 25 percent of the 722 CIOs we surveyed report that the IT group is perceived by colleagues as a true business peer--or even a game-changer--that can create and launch new products and open new markets.
http://www.cio.com/article/748970/CMOs_Eye_CEO_Office_But_Need_CIOs_to_Get_There
Total corporate marketing budget for FY14 is $12.5M (2% of revenue)
Exclude sports sponsorships ($5M) then corporate total budget is $7.4M (1.3% of our revenue) 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
Digital marketing spend is 3-9% of company’s total revenue No dedicated website resource
No dedicated social marketing resource (awaiting replacement headcount to be approved)
HBR: Should Your CIO Be Chief Digital Officer?, August 2013
http://blogs.hbr.org/2013/08/should-your-cio-be-chief-digit/
So, should your CIO take on digital responsibilities? Here are some questions you can ask yourself:
Is your CIO great at the CIO role? Is IT clearly running well? Are IT costs and agility what you want them to be? If your answer to these questions is “no,” then you probably want your CIO to focus on fixing IT, not expanding beyond IT.
Is your CIO ready for a CIO-Plus role? Do you see your CIO as a senior executive colleague or just a leader of the technology function? Has he successfully managed non-technical roles such as merger integration, process management, or shared services? Is your senior team smarter when your CIO is in the room?
Does your CIO have digital expertise? Can she talk the language of social media or mobile or analytics, and can she help you understand? Does she understand the digital threats and opportunities your company faces — from inside and outside its industry? Can she create a compelling digital vision for the firm?
Will your CIO command respect across the enterprise? The CDO role can require even more political savvy and communication skills than the CIO role does. Is your CIO up to the task of driving change across a strong-willed senior executive team? Can she engage a busy workforce to turn digital vision into reality?
By 2015, 25 Percent of Large Global Organizations Will Have Appointed Chief Data Officers, January 2014
http://www.gartner.com/newsroom/id/2659215
Gartner Predicts That by 2014, More Than 20 Percent of Government Organizations Will Have Appointed a Chief Digital Officer
October 2013
http://www.gartner.com/newsroom/id/2615319
David Bray, CIO, FCC
http://www.huffingtonpost.com/vala-afshar/fcc-cio-5-ways-to-create_b_4860704.html
Andi Karaboutis, CIO, Dell
http://www.huffingtonpost.com/vala-afshar/cios-stop-chasing-shadow_b_4239465.html
http://www.huffingtonpost.com/vala-afshar/cios-to-fix-it_b_4755479.html
John Hagel, Co-Chair, Deloitte Center at the Edge
http://www.huffingtonpost.com/vala-afshar/a-bright-spot-in-the-dark_b_4669235.html
http://www.huffingtonpost.com/vala-afshar/inspired-cios-are-more-in_b_4350438.html Ramon Baez, CIO, HP
http://www.huffingtonpost.com/vala-afshar/6-ways-cios-can-increase_b_4309736.html
http://www.huffingtonpost.com/vala-afshar/harvards-chief-digital-of_b_4701663.html
http://www.huffingtonpost.com/vala-afshar/harvards-chief-digital-of_b_4701663.html
John Hagel, Co-Chair, Deloitte Center at the Edge
http://www.huffingtonpost.com/vala-afshar/a-bright-spot-in-the-dark_b_4669235.html