IT cost transparency helps ensure innovation and support for business growth
are not compromised by continual downward pressure on IT budgets. This is not
just an IT concern alone-given the importance of IT Finance, procurement, and
the CMO's office, ensuring IT costs are transparent is a concern for everyone
involved with IT.
IT cost transparency enables Line-of-Business (LOB) management to participate
in efforts to reduce IT costs by optimizing configurations, thereby freeing
resources for innovation and M&A support. However, to paraphrase Gartner,
"Transparency cannot be defined until IT and the organization agree on what
IT provides the organization and what the organization needs from IT."
Making IT costs transparent means understanding not just what the
organization needs from IT, but also understanding the current IT cost
baseline. When IT cost transparency h... (more)
In her recent Forbes series on the CMO-CIO partnership, Kimberly Whitler
interviewed leading organizations' CIOs and CMOs, spotlighting the impacts of
that partnership (or the lack thereof) on whether or not organizations
achieve their goals, and at what cost.
What is not discussed is the role of operational excellence and cost
optimization-specifically technology asset optimization, whether IT assets or
marketing technology assets-in funding innovation. As she noted, "Gartner,
the world's leading information technology research and advisory company,
famously prognosticated that... (more)
Just as "one does not simply walk into Mordor," one does not simply walk into
an Enterprise Marketing Center of Excellence (MCOE).
I've learned from friends in the business analysis community some useful
transitional stages to evolve a COE. These involve identifying Key Areas of
Practice, and then the Subject Matter Experts (SMEs) with influence within
the marketing organization. Once these areas and influencers are identified,
they can be invited to charter Communities of Practice.
For example, here's a high-level view of a Marketing Automation Community of
Practice across Enter... (more)
The HP TouchPad was launched July 1, 2011, and was discontinued August 18,
2011. The Marketing Center of Excellence (MCOE) may provide a framework for
understanding (and preventing) the sorts of “black swan” marketing
failure that HP experienced with its TouchPad launch. I think the key value
provided by a MCOE for reducing the risk of a “black swan fail” is its
enablement of a holistic, cross-disciplinary approach to marketing at
Leslie Ament, SVP at Hypatia Research Group, asked a great question that
points towards the complexity underlying the situation, and... (more)
Being a revenue-focused, data-driven tech marketer is no longer a best
practice—it is, to use Hollis Tibbetts' pithy wording, "table stakes." But
even if a marketing organization can't quite raise the stakes to get a seat
among their best-performing peers (many marketers lag behind according to
Hypatia Research Group) all still must improve outcomes.
Despite an intense focus on improving outcomes, enterprise technology
marketers’ best efforts at consistently increasing their return on
marketing investment (ROMI) too often fail. (One of the most notable
recently? HP's tablet laun... (more)