by Felicien | Jun 14, 2019 | Education
The role of CMOs has been changing rapidly in recent years with the introduction of numerous technologies. Social media platforms, CRM software and diverse multimedia channels all offer businesses remarkably effective tools for creating and maintaining a brand while connecting with customers in ways that were never before possible. While the increased pace of tech adoption among businesses has been startling enough on its own, for CMOs the need for taking on new roles and responsibilities has been equally surprising. CMOs are being forced to bridge marketing and tech to facilitate the success of their companies, leading to a greater range of obligations and opportunities for professionals who once focused solely on the standard roles of the chief marketing officer.
Fortunately, the increased need for CMOs to have a major role in technology decisions brings rewards and well as challenges. CMOs are able to accomplish more than ever and play a bigger part in how their companies operate. They also get the opportunity to form powerful relationships with CIOs to increase their ability to achieve the goals of their department and the goals of the company as a whole.
The Role of the CMO is Evolving
Until recently, being a good CMO meant creating effective advertisements and cultivating relationships with various individuals and groups like media partners and advertising agencies. While these tasks still pertain to the role of CMO, the responsibilities of the CMO have greatly expanded due to the incorporation of various technology tools. Market research, advertising and brand management are still major responsibilities, but they have become only part of the duties faced by today’s CMO.
Now, CMOs are challenged by social media, immense amounts of data, changing demographics among consumers and a seemingly endless number of channels and devices available for marketing purposes. Navigating through the proliferation of data and tech tools while still ensuring that the original responsibilities of the position are seen to is no easy task. Yet CMOs are doing just that. They are rising to the challenge presented by the shift in their roles and excelling.
One of the key ways that CMOs are adapting is by forming a closer relationship with CIOs.
The CMO and CIO Partnership
The marketing team today has more technology at its fingertips than ever before, and the availability of innovative technology tools is only expanding. While CMOs tend to learn how to use the tech tools they need to use relatively quickly, they are still marketing professionals—not tech professionals. They understand the importance of having an expert available to help unravel the complexities of the options they are faced with. That is why many CMOs are seeking to open up lines of communication with CIOs and ultimately to develop relationships with CIOs so they can work together on answering questions of technology, marketing and how the two connect in their particular business.
There are a lot of tech options available to CMOs now, which can make it difficult to determine which tool is the right fit. Marketers might be experts in advertising, but that does not mean that they are immune to the effects of it. CMOs take advantage of the knowledge of CIOs to clear away the promotional message and get to the heart of what a tool can or cannot accomplish, and whether it even makes sense to adopt the tool based on the business and its goals.
CIOs tend to have strong discipline when it comes to technology. They are used to being told that the latest technology tool will transform the way they do business. They know how to conduct the necessary research to uncover the reality of what is on offer. The insight they offer CMOs is invaluable when it comes to making technology decisions.
The Role of CMOs in Tech Decisions
Every company today can benefit from including CMOs in technology decisions. CMOs should not be forced to make the decisions on their own, however. The real winning strategy for businesses is to combine the expertise of the CMO and the CIO to make joint decisions on what is the best choice to help the business achieve its objectives. CMOs know how to seek those objectives from a marketing standpoint. CIOs know how to achieve the objectives from a technology standpoint. Working together, they can create something that is greater than the sum of its parts.
As CMOs and CIOs learn to work together, they can begin to anticipate the perspectives and needs of each other’s departments. The CMO will gradually grasp issues like compatibility with existing technologies, while the CIO will come to understand how the CMO works towards objectives through marketing strategies.
Moving forward, CMOs will serve as experts in Martech, or marketing technology. They will use what they learn through their own work and through their relationships with CIOs to gain a better grasp of what marketing technology has to offer and how to utilize the power of the tools at their disposal. They can play a major role in the technology decisions of their company and the company will benefit significantly from their input.
by Felicien | Jun 14, 2019 | Education
CFOs have long been challenged by the value proposition of capital technology investments, often requiring in-depth analysis and reviews before making the plunge. While the lower monthly costs of cloud-based computing may overcome this inertia in some instances, CFOs are understandably nervous about committing to “rentals” of software or services that don’t have an extended life beyond the end of the subscription. While the CFO may not be reviewing each purchase for IT fit, they are likely intensely interested in whether they are getting the expected value from any technology purchases that are made. The CFOs leaning may help influence purchases for quite some time, making it vital to ensure that your CFO fully understands the benefits of moving to the cloud so you can break through their paralysis of analysis. Here are 4 of the sticking points that are pushing CFOs away from adoption of a more agile, extensible model for technology.
1. Communicate Key Risk Factors for Adoption
Like any technology, cloud platforms are only truly valuable if you gain widespread adoption throughout your user base. CFOs may have been burned in the past with projects that had an extensive upfront cost, yet didn’t deliver the expected business value after an extended implementation period. CIOs and other IT leaders can help mitigate this risk by addressing the root causes behind the poor adoption rates. Cloud solutions can be particularly challenging to sell, simply because they are predicated on the concept of continual change — something that is a struggle for many organizations.
2. Reassure CFOs That Technology Will Be Analyzed and “Rightsized” for Cloud
Financial business leaders are rarely happy with having assets on the books that aren’t being utilized, but legacy technology has a way of hanging around long after its useful life has been expended. When you reassure CFOs that you won’t simply be transferring efficiency problems to a new type of infrastructure — that you’re first resolving and appropriately sizing the solutions for your future business needs — they are more likely to be open to the conversation about a move. Gaining efficiencies and improving operations are always topics near and dear to the heart of CFOs. This could manifest in a variety of ways such as analyzing server and peak memory usage, looking for system vulnerabilities that can be addressed and reducing overall software licensing requirements.
3. Yes, There Are Ongoing Variable Costs — But They Are Balanced by Added Value
Traditional software models include an upfront purchase cost and an associated ongoing maintenance fee to obtain upgrades. Over the life of a contract, maintenance fees can increase and there may be charges over time for significant upgrades that aren’t covered in your service model. Newer options are introduced to the market on a regular basis, but a high sunk cost in a particular platform serves to discourage new investments in other platforms. With cloud-based platforms you may still have a multi-year contract, but once that time is over it may be significantly easier to shift to a new platform. Granted, there are likely integration costs and training and general disruption to your business to consider, but you may be able to recognize compelling benefits by changing to a new cloud-based service. Plus, most cloud software has the benefit of regular releases that will provide enhanced usability, resolve bugs and create a more secure computing environment. The financial equation becomes slightly more difficult to sell to your CFO if your usage is expected to vary considerably from month-to-month, as it can make cash flow more difficult to project.
4. Cloud Performance Has Improved Dramatically in This Decade
Sure, there are still some platforms that are not fully optimized and don’t run as quickly as they would on a local server — but we are no longer in a world where “cloud” equates to poor performance, latency and a lack of security. Ultra-fast connections throughout the country and the world and high-performance data centers offer a new level of service deliverability. While it’s still important to carefully review contracts to ensure that SLAs and reliability levels are up to your expectations, these should no longer be used to deliver a no-go decision on moving to the cloud.
Having an honest internal conversation with top leadership helps determine which — or all — of these concerns are holding back your CFO from approving cloud-based projects. While financial considerations are often top of mind, there are other risk factors that need to be openly addressed in a way that communicates the overall value to the organization.
by Felicien | Jun 14, 2019 | Education
Currently, 30% of email addresses change every year. The majority of these changes are business related. No one wants to deal with the problems that come with changing personal contact information. Quite often, personal emails are attached to personal bills and subscriptions as well.
When the big change happens and it is time to make a move, is usually away from a smaller email platform into one of the two behemoths – Microsoft Outlook and Google Gmail. These two email providers have become the blue chip operators in what is now an essential part of everyone’s life.
What is so good about Outlook in Gmail? Are there aspects of one that makes it better than the other? We are here to look at the subtle differences between the two so that you can make an informed decision about which is better for you.
The Basics
The Outlook and Gmail user interfaces couldn’t be more different from each other. Outlook seems more business oriented on the surface, while Gmail’s UI maintains a feel that you might get from last year’s tech startup. In short, Outlook is Baby Boomer; Gmail is Generation Z.
Outlook is all about add on features while Gmail brings a “what you see is what you get” mentality to the forefront. Both services come as part of a larger suite that make a lot of money for their respective companies. If you go Pro with Outlook or Gmail, you will actually be purchasing Microsoft Office 365 or Google G suite. The first requires an annual commitment, and the second is based on a monthly subscription plan.
The Tools
So the cat out of the bag – Outlook and Gmail are actually loss leaders for the business suites that Microsoft and Google hope to sell to you eventually. Microsoft Office 365 has all of the industry standard programs that we are used to – Word, Excel, PowerPoint and all of the newer injuries that have become business staples such as OneDrive, OneNote and Microsoft Teams.
Believe it or not, Google is actually the challenger brand in this arena. Its Calendar and Hangouts tools are definitely name brands, but other aspects of its business suites such as Keep, Sites, Forms, Drive and Currents have not quite hit mainstream acceptance.
The result is the difference between a set of features that you know and love (Outlook) or a possibly wider and more robust feature set with a learning curve (Google).
Organization
If you are actually doing good business, your email is going to be a place of constantly changing activity. This is your mission-critical location, and some of the emails that you receive are essential in making mission-critical decisions. Keeping your emails organized is one of the most important things that you can do for your business. Outlook and Gmail have two entirely different philosophies for this.
Outlook works on a method of organization that predates the Internet. Its traditional system of folders looks and feels like a file cabinet. Anyone who makes use of Gmail can tell you this is definitely not the way that Google organizes things. Gmail uses labels and tags and allows you to customize your experience much more. If you know what you’re doing, you can quickly tier your email system and get to your most important emails more quickly. If not, then your email will probably look like a jumbled mess every time you open it.
The Company
With such powerful companies underwriting the programs, it is difficult to look past the influence of the brand. When you use Outlook, you have the advantages of Microsoft behind you. One of the most important features that Microsoft offers is the ability to completely delete unread emails from existence. This is simply not possible with Google, although Gmail offers many other advantages that are difficult to overlook. Gmail offers extended power of Google search and all of the associated features that Alphabet has now monopolized, meaning that you have an extremely powerful suite of tools behind you every time you open your Gmail.
So who wins the battle of emails between Outlook and Gmail? This is actually a question of your business philosophy. If you like more traditional, old-school methods of thinking and organizing yourself, the outlook is probably the brand for you. If you are a New Age thinker who wants a personalized digital experience, then Gmail will probably suit you better. There is no right and wrong; only good and bad for you.
by Felicien | Jun 14, 2019 | Education
June 16th is Father’s Day, a great reason to spend a little quality time with the family doing a few of Dad’s favorite things.
Whatever your plans are, take some time this Sunday to let Dad know how much you appreciate everything he’s done for you over the years, and how glad you are to have him in your life.
And if this is your day? The {company} team hopes that it’s a great one!
by Felicien | Jun 13, 2019 | Education
If you’re a small business owner, you have plenty of things to worry about. IT shouldn’t be one of them. We think it makes complete sense for most small businesses to outsource their IT needs to a managed service provider (MSP). Here are 7 reasons.
1. Focus on What Makes You Unique
This first reason is a big one. Small businesses have limits on how many people they can hire. If you try to keep all your IT in house, you’ll devote a decent number of your hires to IT once you reach a certain size.
Here’s the problem: your business isn’t IT. (If it is, you probably don’t need this guide!) Outsourcing your IT frees up capital and office space that you can instead devote to your core business. Outsource your IT so you can better focus your staff on whatever it is that makes you unique.
2. Access More Skill
With an in-house IT team, you’re limited to whatever number of specialties you can afford to hire. Your IT team will work hard, and its members will stretch their skills and find a way to accomplish things outside their skill set. Their work won’t always be done in the best way, though. By outsourcing your IT, you gain access to a broader range of skills and certifications. You can rest easy knowing that it was done right from the get-go.
3. Do More, Faster
Related to the previous point, your IT needs will be met faster by a dedicated team of experts than by a small but well-intentioned in-house team. All that time the in-house team spends poking around looking for answers to problems that lie outside their specialties is the time you’re paying for. With an MSP you’ll usually get the right answer, right away.
4. Reduce Personnel Costs
When you hire in-house IT staff, you’re on the hook for all the associated personnel costs, like insurance, FICA, and so forth. These costs are often hidden and can be burdensome for small businesses. With an MSP, you pay a fixed monthly rate, and you don’t have to worry about administrative personnel costs. The MSP takes care of those for its employees.
5. Reduce Infrastructure Costs
Outsourcing IT to an MSP isn’t solely about reducing IT headcount and the costs associated with personnel. You can also save IT infrastructure costs by using an MSP. Service agreements vary, but some will include some or all hardware in the monthly fee. You can avoid large spikes in expenses for new equipment by choosing this kind of service agreement.
Your MSP can also move much of your IT infrastructure to the cloud, eliminating the need to house costly servers at your business. The less IT infrastructure you have on site, the less you pay to power and maintain that equipment.
6. Free Your Existing IT Team to Focus
For larger small businesses, outsourcing IT usually isn’t done with the intent of drastically reducing or eliminating IT headcount. It’s more about allowing your existing IT team to focus in and specialize.
If your IT staff has grown beyond just one or two generalists, you likely have some highly capable, highly qualified individuals on your team. Here’s a scary proposition: go ask those people how many hours a week are eaten up doing low-level IT errands like helping John in Accounting with basic computer questions or reminding Sarah from Accounts not to reply-all to emails?
Outsourcing your basic IT functions to an MSP allows your existing IT team to focus on their areas of specialization. You’re also free to assign in-house assets to IT functions that are core to your business or are proprietary.
7. Gain After Hours Support (Without Paying Overtime)
Outsourcing your IT needs to an MSP with a 24/7 service agreement means instant access to support anytime. With an in-house IT staff, you’ll end up paying overtime if a system goes down after hours. You may also have to wait for that IT staffer to physically arrive to fix the problem.
When you outsource, you get near immediate remote support, without the overtime. This is a great benefit to small businesses of all varieties and sizes. You’ll benefit even more from after-hours service if you have virtual team members or even satellite offices in far-flung time zones.
Conclusion
We’ve covered just 7 of the many reasons that outsourcing IT to a managed service provider is the right choice for small businesses. Do you have questions about specific aspects of working with an MSP? Let’s chat. We’re ready to answer.
