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PBGWebinarSeriesGrowthAutomationTopIntegrationRisksinImplementingDataDrivenMarketingAutomation PBGIntegratedGrowthSystemsModel2EnterpriseDataManagementLegacyListsLeadsBigDataB2BMarketingAssetManagerMAMMarketingManagementSystemMMSCustomerRelationshipManagerCRMMarketingResourceManagementMRMMarketingExecutionPlatformsMEPMarketingProcessAutomationE-MailMarketingLeadManagementLeadCampaignManagementPRCampaignManagementContentCreationManagementWebinarManagementPrinttoWebManagementLandingPageFormAutomationMultichannelManagementSalesEnablementAdPlacementManagementOutboundMarketingIntegrationAnalyticsResultsMeasurementWebAnalyticsCampaignAnalyticsUserExperienceUXMeasurementBusinessIntelligenceCampaignAnalyticsLeadScoringSourceTrackingNurturingDatabaseHealthMonitoringBigDataAnalyticsSurveyMeasurementSocialMediaManagementSocialMediaMonitoringManagementEngagementDashboardsCommunityManagementBrandReputationManagementLoyaltyManagementGamificationSystemsDevelopmentContentDevelopmentVideoProductionBlogContentContentCuratingContentRepurposingLandingPageDevelopmentWebinarDeliverablesGraphicDesignDevelopmentE-CommercePlatformsWebsiteEditorSalesOptimizationIntegrationLeadScoringBANTFunnelMeasurementChurnManagementCrossSellingPlacementMgmt.SearchEngineOptimization 3 NavigatingallthePlayers ReviewofPlatforms5 GrowthAutomationCIOCMODilemmaCXOChiefExperienceOfficerGrowthHackingLeanMarketingSixSigmaMarketingEnterpriseMarketingManagement6AnalyzeCustomerExperienceGatherdataMonitorsocialmediaDesignCampaignsPlaneffectivestrategyDevelopcreativeLaunchautomatedcampaignsEstablishautomatedtriggersCaptureAnalyticsConversionpredictionsOverallresultsCloselooptosalesCatchersFunnelanalytics CMOObstacles7InternalobstaclesfacedbyCMOsinimplementingsolutionstofurthermarketingeffectivenessResponseSolutioncomplexityandintegrationdifficulties47LackofexpertiseandknowledgeinITorganization28MarketingfunctionnotapriorityforITdepartment35MarketingresourcestakingcontrolandisolatingIT27ITresistanceandoppositiontosolutionsourcing19ITkeepingMarketingoutoftheloop38Insufficientbudgetandfundingfortheproject28Nomanagementmandatetopushtheprojectforward20Timeandtechnicalresourcesnotavailabletohelp31MarketingbypassingITandworkingdirectlywiththevendor21Wrongsolutionthatwasnotembracedbyusers9SourceAccenture2013 PlatformChoiceRisksToobigtoocomplexOverscopingneedCompetingrequirementsfromdiverseconstituentsMarketingSalesPRCorp.Dev.BrandDev.CreativeContentproducersConstrainedapplicationWebsiteinflexibilityHubSpotexampleDataAnalyticsSilosPlatformslimitdataaggregationpossibilitiesPartnerecosystemsarechosenforyouCompatibilitiesareimprovedwhencompaniesworkwithotherapplicationproviders8 DataCompatibilitiesCoredatastructuresoftenincompatiblewithmultipleapplicationswithoutconsiderableintegrationFormattingRecordsManagementCurrencyofdataTagsandMetadataconflictsManualdatasourcelistcreationrequiresknowledgeofunderlyingvariablesDatasourceownershipbarriersputinplacetoprotecttheorganizationKeydataattributesareinaccessibletoMarketingManagementPlatformCustomerbuyingbehaviorhousedinPOSnotstoredforMMSMobiledatanotextrapolatedtoaddvalue9 OrganizationalIssuesITperspectivevs.marketinguseperspectiveDatamanagementvs.datauseGrowingCIOvs.CMOconflictBuy-infromallgroupsOwnershipissuesasafunctionofspeedofimplementationSlackLewis2008studyOperationsresourceprofileassetsallocatedforspecifictasksInvestmentbiasHistorychangesdependentonestablishedMOManagerialcompetition10 Impact ThankyouLearnmore