Author: Frank Diana

The Ultimate Power Duo – The CMO and CIO

Frank Diana Humanity , , ,

The New Jersey CIO Executive Summit produced by Evanta was held on December 5th in Whippany New Jersey. I had the pleasure of moderating the lunchtime keynote – a panel discussion titled “The Ultimate Power Duo – The CMO/CIO Partnership”. Joining me on stage were two CMO-CIO teams:

Hovnanian Enterprises, Inc:

CIO – Nicholas Colisto,

VP Corporate Marketing and Sales – Laura VanVelthoven

Panasonic:

CIO – Gabrielle Wolfson,

VP Marketing – Betty Noonan

Bloggers, Industry analysts, and Surveys are fueling the CMO-CIO partnership discussion and delivering some very bold predictions:

  • Fully 60 percent of marketers point to their lack of alignment with the company’s IT department as the biggest obstacle to reaching the consumer
  • Gartner says ninety percent of technology spending will be outside of the IT budget by the end of the decade. In contrast, only 20 percent of technology spend was outside of IT as recently as 2000
  • In 2013, global technology spending is expected to reach $3.7 trillion, according to Gartner – and IT spending is being spread more widely than ever across the business
  • Gartner Research predicts the CMO will spend more on IT than the CIO by 2017
  • A recent IBM Survey shows that leading Marketers are extending their role beyond Marketing

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Operating Models will Change

Frank Diana Systems of Engagement , , , , , , ,

The stars are aligning in a way that promises to drive change to long standing operating models. Why? The Venture community speaks of forcing functions that drive adoption of new innovation. Let’s analyze the forcing functions that likely drive change to industrial age processes and organizational structures:

  • Consumerization
  • The far reaching implications of Mobile, Social, Cloud, and Big Data convergence
  • The blurring boundaries  between personal and business computing, industries, and enterprise functions
  • The emergence of the engagement era and the associated adoption of systems of engagement
  • Hitting the efficiency wall

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The Value Ecosystem: A Telco Example

Frank Diana Systems of Engagement , , , , ,

In our transformational march towards the Digital Enterprise – the Value Ecosystem grows in importance. Fueled by the increasing importance of relationships to value propositions, the Digital Enterprise adds relationship management to its list of critical core competencies. This point was underscored at a Telecommunication Innovation Forum held by TCS in London last week. Perhaps no industry finds itself in the same place as this industry – both an enabler and victim of the digital world. As expressed by Keith Willetts, Chairman of TM Forum, this is truly a digital paradox. TM Forum is a global, non-profit industry association focused on enabling service provider agility and innovation. At the TCS event, Mr. Willetts described the various challenges faced by companies in this Industry:

  • Extreme  pressure on cost management and exploiting  economies of scale
  • IP networks dramatically reduce the barriers to entry for services, so core voice and messaging services are under attack
  • The phone number does not equal the customer, and therefore brand loyalty is shifting

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The CIO and CMO Partnership

Frank Diana Humanity

Much has been said about the critical need for the CMO and CIO community to work towards a more effective partnership. Yesterday at the CIO Executive Summit in Dallas, Suzanne Kosub – CIO at Concentra – closed the event by underscoring this point. She described the traditional CIO relationship alignment, which in most cases was with the CFO and in some cases the CEO. But the many disruptive forces affecting us today are driving the imperative for the CIO to partner more effectively with the CMO. At an upcoming CIO Summit in New Jersey, I will moderate a panel discussion with three CIO/CMO teams to explore this subject further. How do these executives overcome the relationship challenges of the past? There are many perspectives on this topic, including this recent Forrester piece that proposes the creation of a Marketing Technology Office (MTO). The MTO is a center of excellence that leads technology strategy, develops marketing technologies and evangelizes innovations throughout the marketing department.

In this scenario, the CIO would relinquish control of certain customer-facing technologies and hand responsibility for the function over to the Chief Marketing Officer (CMO). Rubbermaid is an example of a company that has created such a function. Their MTO function reports to the CMO, not the CIO, and the only CIO relationship with the department is to ensure that it is complying with the company’s defined IT standards and processes. Other models are emerging, many of which disrupt the current CIO structure. At this same CIO Summit, I heard several approaches described:

  • IT application resources aligned with the business versus the CIO
  • Creation of new innovation groups that combine business and technology resources
  • The emergence of the Chief Digital Officer
  • A model that categorizes IT into three buckets: Enterprise, Local and Federated – and then organizes accordingly

Regardless of the model, it is growing clearer that change is coming. The interesting question for me is: are we witnessing another swing of the pendulum, or are we seeing lasting change to long standing operating models? My bet is that the impact and rate of change is a forcing function and there is no turning back. I’d be interested in your examples of emerging models.

IBM Big Data Study

Frank Diana Big Data

The IBM Institute for Business Value recently completed Big Data research and released a report titled Analytics: The real-world use of Big Data. As the report states, companies have been dealing with large volumes of data for years (think billions of call center records collected by Telecommunication companies). But the report also identifies the two trends that make this era of big data different:

  • The digitization of virtually “everything” now creates new types of large and real-time data across a broad range of industries. Much of this is non-standard data: for example, streaming, geospatial or sensor-generated data that does not fit neatly into traditional, structured, relational warehouses.
  • Today’s advanced analytics technologies and techniques enable organizations to extract insights from data with previously unachievable levels of sophistication, speed and accuracy.

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The Social Ecosystem

Frank Diana Big Data, Social , , ,

I recently viewed a video titled The Future of Social Inside the Enterprise, a thought leadership presentation from the recent Dreamforce 2012 conference. The presentation is delivered by Dion Hinchcliffe of the Dachis Group, and Alan Lepofsky at Constellation Research. This is a fifty minute journey through the past, present and future of social business. You’ll find some content on the business value associated with social, and some good examples of how social is evolving to support the way we work.

You can start to see how systems of record may integrate with systems of engagement. Two examples are given by Mr. Lepofsky. The first describes a stream level integration, which allows system of record events to be broadcast into the activity stream. This stream level interface is envisioned to be the place where people spend time doing their jobs. It is pointed out however that stream level integration has its issues, the biggest in my mind being the loss of context. Comments made in the activity stream do not work their way back to the system of record, so context is lost. The other critical issue is the noise level associated with these streams. Without robust intelligent filtering, these streams become worse than email. This filtering – finding the actionable insight among the noise – is critical to the effectiveness envisioned by future systems of engagement. I had a discussion this week with senior executives from a large Financial Services firm, and the general belief is that this critical filtering will take years to develop and optimize. It took IBM four years to tune IBM Watson to compete in the Jeopardy challenge. This is not simply a sentiment analysis exercise.

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TCS Digital Mobile Consumer Study

Frank Diana Mobile ,

Tata Consultancy Services recently conducted a major study to understand how large organizations in North America, Europe, Asia-Pacific and Latin America have been revamping their strategies, products and processes to win the loyalty of consumers who use mobile devices to do business with them– the so-called “Digital Mobile Consumer”. The Study focused on how companies are coping with this mobile consumer. Some key findings are summarized here.

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Blurring the Boundaries

Frank Diana Humanity , , , , , ,

Webster’s dictionary defines the term “blurring” as something vaguely or indistinctly perceived. This term – a term I have heard often in the last couple of months, seems like a good way to describe the dynamics of our world today. The lines are blurring, the boundaries are blurring – pick your phrase – I find it really fits. For example, one of the key drivers of change is the blurring boundaries between industries:

  • Insurance: Gartner predicted that at least one social network will become an insurance sales channel by the end of 2014. The rationale is linked to Facebook’s timeline feature, which documents all the crucial events in a person’s life from getting married to having a child to retiring. The personal information controlled by players like Facebook and Google could fuel their desire to take on today’s insurance giants
  • CPG: manufacturers will increasingly encroach upon the Retail Industry as they pursue Direct-to-Consumer models. The number of companies selling products directly to consumers is expected to increase from 24 percent to 41 percent over the next 12 months.
  • Publishing: By facilitating publishing, Amazon, Barnes & Noble and others are eroding the position of the publisher in the ecosystem in much the same way Apple eroded the gate-keeping role of the carriers when it introduced the app store.
  • Entertainment: The borders between Entertainment, Communication, and Information are blurring, and service innovators like hulu and Sling are establishing their role in the ecosystem
  • Telecommunications: Competition from content and “over-the-top” companies (Facebook, Google, Apple, Skype, Amazon, etc.) are taking market share and dismantling long-standing Industry value chains
  • Financial Services: Companies like PayPal, Amazon, Zynga, Google, and Facebook are encroaching on their territory, and payment is the battlefield. Banks will need to experiment with new business models and digital disruptions of their own to fight back. The balance of power could shift from banks and credit card companies to innovative companies that provide the best digital wallets

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Big Data and the Emerging Era of Engagement

Frank Diana Big Data, Systems of Engagement ,

I often tell the IBM Watson story as a way of describing the future of analytics. Watson – with a large quantity of Big Data behind it – beat the two biggest Jeopardy winners of all time. Although that became the story, the bigger story for me was the business application of what I had just witnessed. Watson showed us how analytics will mature from descriptive to prescriptive. Most companies I talk to are still in the descriptive stage – reporting on that which has happened.

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How Would you Fill in the Blank: ____ Enterprise?

Frank Diana Humanity , , , , ,

“This is the dawn of the mobile enterprise and as a result, digital strategists must think beyond the idea of a social business”. That’s a quote from a recent post titled Investing in the Mobile Enterprise, written by Brian Solis, a Principal at Altimeter Group. Mobile, much like social, is clearly a critical element of the future enterprise; but so are Big Data, Cloud Computing, and who knows what else in the coming years. One thing is clear: the future Enterprise will not resemble the current Enterprise, as we enter a very transformative period that promises to impact the very structure of our organizations.

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The Early Stages of the Digital Enterprise Journey

Frank Diana Cloud , , , , , ,

I have had the pleasure of attending and presenting at several CIO forums in the past couple months –and with all the talk of their future demise and the changes ahead for Enterprise IT, it’s good to get a view from the CIO themselves. They all seem very interested in the dialog around their role changing in the next 3 to 5 years, and the panel sessions on the topic are mobbed. But I don’t see this group buying into the notion that their role will change – aside from the more progressive CIOs. Actually, at a recent event, it felt like very little was changing – as I sat through presentations that could have easily been given in 1998. Some of the same challenges that traditionally drain the resources of an IT organization are still front and center. 

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The CIO and the Future of Enterprise IT

Frank Diana Humanity , ,

The Big Four areas of innovation (Social, Cloud, Mobile, and Big Data) have generated much discussion about their transformative and disruptive nature. As I’ve described in a recent post, the future enterprise is a Digital Enterprise.  In the last two months, I’ve been involved in several forums where the discussion centered on the future of Enterprise IT, and more specifically, the changing role of the CIO. While there are no clear answers, there are a lot of opinions and much speculation. 

I’ve been on the side of this argument that believes significant change is coming to Enterprise IT – and for that matter – current organization structures. The big four have created an environment that can’t flourish in traditional command and control models. In a recent IBM CEO Study, CEOs emphasized the need for openness and collaboration. Openness has clear benefits, as empowered employees drive better results by generating ideas, bringing creativity to the innovation process, and delighting customers. But as the study points out, openness comes with risk. The open culture required for success will drive companies to align employee and company values in a way that encourages value-driven decision making – not control-driven. What this translates to in terms of organization design is anyone’s guess – but organizational change is coming to the Digital Enterprise. 

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2012 IBM CEO Study

Frank Diana Humanity , , , , ,

The 2012 IBM CEO Study is now available: IBM CEO Study -2012.  This study provides further evidence that the world is shifting to what Geoffrey Moore has termed “Systems of Engagement”. This quote from the report would indicate that CEOs see the writing on the wall: 

“The view that technology is primarily a driver of efficiency is outdated; CEOs now see technology as an enabler of collaboration and relationships — those essential connections that fuel creativity and innovation. Simply put, technology is reinventing connections with — and among — employees, customers and partners.” 

This study underscores my long time premise that collaboration and analytic excellence is required to be successful in this new systems of engagement era. Those that think this is just another cycle or a passing fad are greatly mistaken. We are at a unique point in history – driven by a perfect storm of innovation as highlighted by this quote: 

“Today’s CEOs are in a position few of their predecessors have faced. Although there have been many eras of technology disruption in the past, several factors make this period different. First, a number of new technologies are rippling through society at the same time, and they’re being adopted much faster. In addition, disruptive technologies of previous eras almost always originated in business or government, and then spread to consumers. But recent advances are flowing in the reverse direction and are being absorbed more rapidly by the younger generation.” 

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Will we Spend $1 Trillion on Systems of Engagement?

Frank Diana Systems of Engagement , , , ,

Geoffrey Moore coined the term “Systems of Engagement” to describe the in-the-moment empowerment required by the middle tier of our organizations. He talks about informed interaction – a great way to describe the type of relationship and analytic excellence required for future success. Systems of engagement address the complexities of an ecosystem that increasingly includes third parties, as more companies move towards specialization. 

In this 30 minute keynote presentation, Mr. Moore describes the historic focus on systems of record, and the $1 Trillion spent over the past decades to develop them. His perspective – one shared by the VC and software community – is that the amount of value we can extract from further investment in these systems of record is a relatively small percentage compared to the value already extracted. In his view – a view I share – the future is about systems of engagement. These systems sit on top of our systems of record – and here’s the fascinating part – Mr. Moore can see a comparable $1 Trillion investment in creating these systems of engagement. I really have no way of quantifying this investment – I’ll leave that to those more qualified than me. I do however feel very strongly that this move towards systems of engagement will dwarf the investment and effort of the recent past. 

His thirty minute presentation is a great look into this movement from systems of record to systems of engagement. You can view the video in three parts: Part 1 – Part 2 – Part 3. It’s a well spent thirty minutes.

The Digital Enterprise and New Ways of Thinking

Frank Diana Humanity , , ,

This recent Article titled “Sayonara Sony” by Adam Hartung provides a great example of the dangers of not evolving as a business. I can’t help but think that this story will play out countless times over the next three to five years. In Sony’s case, it is a stubborn reliance on industrial age thinking that has driven their downward spiral. Those companies that won’t abandon their specific reliance on legacy practices will suffer the same fate. We’ve moved on from the industrial age. We are in the midst of an information age that requires completely new ways of thinking. Sustained innovation is the new mantra, and the emerging digital enterprise will not function on long standing management theory. Leaders need to realize this and adapt – or suffer the consequences. They need to embrace the characteristics of the new digital enterprise: 

  • Sustained innovation
  • Engagement and insight-driven
  • Mobile first
  • Context-aware
  • Business Technology NOT Information Technology
  • Relationship-based
  • Flexibility in operating & business models
  • Experiential versus transactional
  • Prescriptive

The best leaders can adapt – but we’ve never seen a time quite like this before. There is so much unchartered territory and things are changing very fast. Therefore, leaders need to be flexible, they need to be students of the disruptive forces that are driving change, and they need to be open to new ways of doing things. In short, they need to disrupt, before being disrupted. If not – it’s “Sayonara fill-in-the-blank”.

From an Extended Enterprise to a Digital Enterprise

Frank Diana Digital Foundation , , , , ,

I find myself reflecting on a common phrase as I watch the digital enterprise unfold: “history is repeating itself”. So much of what is happening today, feels like a second and more attainable version of what was happening about eleven years ago. Back then, I remember developing a framework for the extended enterprise – a popular way to describe the inclusion of other value chain members in end-to-end business process. The Internet was going to change the game by providing the infrastructure required to extend a company’s inward-focused business processes to the value chain. It was to become the catalyst for value chain optimization.

I thought back then about the delivery of innovative product and services comprised of differentiated internal services and value-added external services. The Enterprise would in effect be a functional specialist within their value chain, focused on connecting with partners to gain access to information and services. There would be a divestment of assets, as companies focused on their core competency, making external optimization, synchronization and integration critical success factors. Companies would realize that the ability to adapt to market change was inversely proportional to investment in fixed assets.

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Is Data and Insight a New Source of Revenue?

Frank Diana Big Data , ,

In this world of Big Data and advanced analytics, many companies are starting to wonder about the revenue potential of their data. An opportunity to create new revenue streams is an attractive scenario – if data assets can become information products. Although not new, the number of companies that pursue information related products could grow considerably. Most companies upon inward reflection will find that the analytic core competence required to deliver insight – the higher end of the monetization scale – does not exist internally.

This introduces some interesting scenarios that underscore the market need for analytic outsourcing and the establishment of analytic centers of excellence. The evaluation process for this opportunity involves a market analysis that identifies the value-added information products for the target market. Understanding the business outcomes enabled by insight is a critical step in determining which products make sense. In addition, the data required to enable these products must be clearly understood, available, and clean enough to deliver the required insight. The process is then enabled by the appropriate analytic methods, taking advantage of advances in computing power and in-memory capabilities. The ability to include insight from unstructured data through the use of text mining expands the opportunity for value creation.

I envision a number of relationships emerging between technology companies and value chain players. These relationships enable new, more insightful information products by combining traditional data related skills with deep analytic and domain expertise. Companies will look to supplement existing offerings with analytic oriented products and services, or pursue new innovative offerings altogether. Insight as a driver of business and decision processes will be enabled in the future by internal movement towards analytic excellence, the use of external information products and services, or some combination of both. This is a natural response to the “Big Data” phenomena and the need to improve the speed and quality of decision making. It introduces a new era of information brokers that deliver new innovative products and services enabled by business analytics.

Systems of Engagement

Frank Diana Systems of Engagement , , , , , , ,

Geoffrey Moore, Managing Director, TCG Advisors recently authored a white paper titled: A Sea Change in Enterprise IT. Mr. Moore – and more recently Forrester – has used the phrase “systems of engagement” to capture the shift from a transactional focus to an experiential one. I believe this phrase captures the required response to this phenomenon and addresses what Mr. Moore describes as a shift in the axis of IT innovation from large enterprise to consumers, students, and children. As stated in the paper, systems of record are no longer a source of competitive differentiation for organizations, but a necessary condition of doing business – enterprises are forced to sharpen their competitive advantage or risk being commoditized. 

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Forrester: Mobile Is the New Face of Engagement

Frank Diana Digital Foundation, Mobile , , , , ,

Ted Schadler and John McCarthy of Forrester just completed a report titled “Mobile Is the New Face of Engagement”. I had the pleasure of moderating a panel discussion at a TCS Innovation Forum last week, where Ted served as part of the panel. Prior to the panel discussion, Ted used a 45 minute presentation to effectively summarize the content of the new report. He provided a written summary via his Blog yesterday.

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When Innovations Collide

Frank Diana Big Data , , , , , ,

The future of sustained competitive advantage hinges on the ability to effectively manage the collision of disruptive innovations. The digital disruption driven by Mobile, Social, Big Data, Cloud and the Consumerization of IT is impacting every industry. To date, much has been said about these individual areas of innovation. But the areas of intersection – critical to creating value from these innovations – have mostly been ignored. As innovations collide, the intersection must be effectively managed – or the result is distributed chaos. As the digital disruption takes hold across every company, in every industry, the need to transform becomes a business imperative – and future digital strategies will define success or failure.

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