This article is a summary of Josh James' presentation during the Omniture Summit in London on May 20th, 2010. Josh James is Senior Vice President and General Manager of the Omniture Business Unit (OBU) at Adobe.
Key messages:
- Big evolution taking place in business leadership. Industrial age of data revolution.
- New role of CFO : evolution to becoming more strategical
- New role of CIO : evolution to building strategic assets with information instead of just managing IT infrastructure
- New role of CMO : evolution to digital interactions and optimization
- This decade will be the one of the CMO. Caracteristics of the new CMO for the future :
- create engaging experiences (and protecting the brand),
- unify and personalize customers interactions across channels (mobile - 2 billion dollars spent on mobile advertising last year, Twitter : one Omniture customer generating 10 million dollars per month directly from Twitter,
- make the leap from marketing metrics to business metrics - instead of leads, think pipeline, instead of pages views think engagement, etc.
- marketing will strategically inform other business functions and invert accountability (sales, product, support and HR).
- Adobe/Omniture's mission: simplify technology, make the workflow work and build the community.
My take:
- A brand new Josh James appeared in jeans, tee-shirt, sneaker shoes instead of a business suit last year. Californian influence of Silicon-Valled-based Adobe?
Note: this post has been written live. Please excuse any typos and brievety.
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