Study: here is how marketing and technology teams are working together!
This study release by Oracle, in partnership with Leader Networks and
Social Media Today, aims to reveal opportunities and obstacles for senior
marketing and technology leaders to more effectively collaborate and to deliver
real-world business value. This means the results of the survey highlight how
marketing and technology teams are working together, when they are working in
silos,
and the business value of becoming a socially enabled enterprise.
·
The survey explores the
effects of today’s ever-changing digital, social and mobile landscape, and how
it is forcing changes across the enterprise, particularly across marketing and
technology.
·
The global study of more than
900 marketing and technology executives examined the current level of
collaboration present in organizations today, and the barriers for working
toward social business success.
·
The research finds that
although both marketing and IT organizations cite strong business benefits from
collaborating across departments, there is still room for improvement.
·
Survey findings indicate
marketing organizations lead the charge in collaborative efforts, and the
majority of respondents view corporate culture as the main barrier to collaboration.
·
Oracle defines a socially
enabled enterprise or social business as an organization with social
capabilities woven into the fabric of its daily business operations, from
marketing and sales, to customer service and research, to employee communications
and collaboration.
As Key
Findings, Connectikpeople has captured:
Marketing
and technology roles are changing: Both marketers and IT
leaders report seeing their roles evolve due to a greater emphasis on social
business activities. Both groups indicate they now have the ability to
collaborate more effectively. They also recognize the need to acquire new
skills and hire new skillsets to meet the needs of today’s evolving digital,
mobile and social landscape.
Marketers
lead the collaboration charge: Marketing respondents were
more likely to report a higher level of collaboration than their IT/technology
counterparts.
Current
collaboration leaves room for growth: Only 36
percent of marketing respondents and 26 percent of IT/technology respondents
report collaborating with each other “frequently” on projects. Slightly more
than half of marketing and IT/technology respondents classify their
collaboration as “adequate.” Sixteen percent of IT/technology respondents
reported that collaboration with marketing is “non-existent.”
Despite
challenges, collaboration is better than before: Very few
respondents reported collaborating less than they did a year ago. Moreover, 41
percent of marketing and 38 percent of IT/technology leaders indicate improved
collaboration from last year.
Collaboration
delivers business value: More than two thirds of both
marketing and technology leaders stated that they are “more effective”
professionally due to increased collaboration. Reported benefits included
stronger and more compelling marketing messages, faster speed-to-market,
greater product adoption, project cost reductions, and fewer defects in product
and services.
About Social Media Today
Social Media Today is an independent, online community for professionals in
PR, marketing, advertising or any other discipline where a thorough
understanding of social media is mission-critical. Every day, we provide
insight and host lively debate about the tools, platforms, companies and
personalities that are revolutionizing the way we consume information. www.socialmediatoday.com
About Leader Networks
Leader Networks is a research and strategy consulting group focused on
helping organizations build deeper B2B relationships with key stakeholders,
thus creating significant competitive advantage and outstanding business
results. We guide firms in the strategic use and deployment of online social
tools and techniques, including developing innovative ways to listen to, learn
about, interact with and build trust across a wide range of constituencies
including prospective and current customers, suppliers, partners, and employees
via B2B online communities and social business initiatives. www.leadernetworks.com
About Oracle
Oracle engineers hardware and software to work together in the cloud and in
your data center. For more information about Oracle (NYSE:ORCL), visit www.oracle.com.
