The CMO as an API Provider: Bridging the Enterprise Gap

by Michael Morowitz @ APIStrat 2014 in Chicago

Transcript

1. Proprietary & Confidential. © 2014 R/GA All rights reserved. The CMO as an API Provider Michael Morowitz, Senior Technology Director, R/GA Chicago API Strategy & Practice Conference, 2014
2. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 2
3. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 3
4. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 4
5. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 5 CMO CIO
6. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 6 CMO CIO
7. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 7 CMO CIO Timelines Priorities Successes
8. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 8 Faster & Easier Limited Longterm Value Potentially a Threat
9. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 9 45% of CIOs say they put marketing IT at or near the top of their priorities. 64% of CMOs think marketing IT is placed at the bottom. Source: Accenture
10. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 10 EARNED SHARED PAID OWNED Influencer Relations Media Relations User / Influencer Generated Content Web Email SEO / Paid Search Site Direct / Sponsorship Paid Social Twitter Facebook Pinterest YouTube Google+ Digital Advertising Apps
11. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 11 EARNED SHARED PAID OWNED Influencer Relations Media Relations User / Influencer Generated Content Web Email SEO / Paid Search Site Direct / Sponsorship Paid Social Twitter Facebook Pinterest YouTube Google+ Digital Advertising Apps
12. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 12 CMO CIO Enterprise API App Developers Site Platforms Agency Development Partner Integrations Startups / Innovators / Hackers Owned Platforms Marketing API
13. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 13 CMO CIO Enterprise API Inventory Financial CRM & Analytics Marketing Automation, ERP & BPA MDM Enterprise Capabilities Other Proprietary Systems
14. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 14 CMO CIO Enterprise API Inventory Financial CRM & Analytics Marketing Automation, ERP & BPA MDM Enterprise Capabilities Other Proprietary Systems
15. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 15
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17. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 17 How do we get there? Clear value propositions, organizational success patterns, and key performance indicators Realistic cost analyses and ROI projections IT friendly platforms Understand the disconnect
18. Thank You.