8 years, 10 months ago

On the CMO-CIO disconnect

A study from Accenture exposes a disconnect between the Chief Information Officer (CIO) and the Chief Marketing Officer (CMO), with only one in 10 of the executives surveyed being satisfied with the current level of collaboration between CMOs and CIOs.

Key findings of the study, based on a survey of 400 senior marketing and 250 information technology (IT) executives in 10 countries, include:

  • CMOs believe IT doesn’t make the marketing function a priority.
  • More than thirty percent of CMOs believe IT keeps marketing out of the loop and does not make time and technical resources available.
  • Thirty six percent of CMOs say IT deliverables fall short of expectations.
  • Forty six percent of CIOs say marketing does not provide an adequate level of business requirements.
  • Despite CIOs appearing more open to engaging with CMOs, only 45 percent of CIOs say that supporting marketing is near or at the top of their list of priorities.

Accenture argues that this disconnect threatens the ability of companies to deliver effective customer experiences, and suggests some ways for CIOs and CMOs to work more effectively together.

The report contains some interesting hints of cognitive differences between the two functions. Take for example the concept of “requirement”. On the one hand, marketing wants IT to respond faster and more flexibly to “market requirements“. Whereas IT complains that marketing doesn’t provide adequate and stable definition of “business requirements”. This indicates a clash between two conflicting notions of what counts as a legitimate requirement, and the Accenture report doesn’t explicitly suggest a resolution of this conflict.

There are also interesting differences in the implied value system. The marketing function tends to place higher value on hard-to-quantify business benefits such as “customer insight”, whereas the IT function tends to place higher value on hygiene factors such as privacy and security. In both cases, these priorities may be influenced by the way budgets and targets are allocated to each function by the organization as a whole, and the ways in which different kinds of investment and operational expenditure can be legitimately cost-justified. Let us imagine that in a particular organization, the CIO can only justify investing in a new Customer Insight system if she can show that this system will produce measurable improvements in business outcomes. Whereas the CMO can only justify devoting any resources to customer privacy if she can show that security breaches would have a measurable effect on customer satisfaction or corporate reputation. (This may be relatively easy in some sectors, much harder in other sectors.)

There are some prevailing stereotypes of marketing and IT, which would suggest they are on different planets: one function being precise and highly numerate, the other being imprecise and unreliable.  In reality, they are much closer together, and should be able to collaborate closely, if only they can manage to speak the same language.

Source: The CMO-CIO Disconnect, Computer Weekly, August 2013.

8 years, 10 months ago

Staying relevant in the digital economy

Organisations are fighting for relevance in a larger market place where brand names and size are less of a factor. Customers are now looking for the products and services which deliver the outcomes they need, regardless of who provides them. Being able to meet these demands at speed and scale will be fundamental in achieving Read More

8 years, 10 months ago

Better Together: Information Architecture and Information Management

In business today, we can’t afford not to understand our own information. From the monetization of it through the information driven economy, new and powerful insight that are gleaned through Big Data to the ability to advance an organizations own capabilities through an effective information architecture. It’s no wonder why advanced analytics is a top business […]

The post Better Together: Information Architecture and Information Management appeared first on Mike J Walker.

8 years, 10 months ago

Better Together: Information Architecture and Information Management

In business today, we can’t afford not to understand our own information. From the monetization of it through the information driven economy, new and powerful insight that are gleaned through Big Data to the ability to advance an organizations own capabilities through an effective information architecture. It’s no wonder why advanced analytics is a top business […]

The post Better Together: Information Architecture and Information Management appeared first on Mike J Walker.

8 years, 11 months ago

EA/ST Meeting Report October 2014

Perspectives on Enterprise Architecture and Systems Thinking

Unfortunately, I missed this month’s EA/ST group meeting on Tuesday 21st October. But the presentations by @KlausØstergaard, @kvistgaard, @PhilipHellyer and @tetradian are now available.

  • Klaus Østergaard, Value in Utilizing Systemic Thinking in the Field of Enterprise Architecture and Vice Versa (DropBox link)

8 years, 11 months ago

Call for Papers: EA in Practice — Shifting Roles and Organizational Considerations

There are many theories about what Enterprise Architecture is, and there should be. But ultimately, it is not the theory that matters. The make-up of the people, the organizational structure and the circumstances of the enterprise drive what people end up doing, and what architecture looks and feels like. Prefixes are free: The “x” Architect Read more

8 years, 11 months ago

Organizations Must Leverage Enterprise Architecture as a Strategic Resource to Advance their Internet of Things Strategies

You’re probably thinking, “wow that is a bold statement”, and you would be right in thinking so. However, it doesn’t make it any less true. Over the past few months I’ve been working with Gartner IoT experts and listening and observing customers around the world in their usage of IoT technologies. One thing is clear, […]

The post Organizations Must Leverage Enterprise Architecture as a Strategic Resource to Advance their Internet of Things Strategies appeared first on Mike J Walker.

8 years, 11 months ago

Organizations Must Leverage Enterprise Architecture as a Strategic Resource to Advance their Internet of Things Strategies

You’re probably thinking, “wow that is a bold statement”, and you would be right in thinking so. However, it doesn’t make it any less true. Over the past few months I’ve been working with Gartner IoT experts and listening and observing customers around the world in their usage of IoT technologies. One thing is clear, […]

The post Organizations Must Leverage Enterprise Architecture as a Strategic Resource to Advance their Internet of Things Strategies appeared first on Mike J Walker.

8 years, 11 months ago

Join Mike Walker in Minneapolis to Learn How EAs are Essential to Innovate Digital Disruptions

  IT Leaders Must Leverage EA to Understand the Value and Impacts Please join me at an in Minneapolis for this in person Gartner Local Briefing. The good news is that whether or not you are a Gartner client, a Local Briefing is the perfect venue for gaining the understanding you need efficiently and without […]

The post Join Mike Walker in Minneapolis to Learn How EAs are Essential to Innovate Digital Disruptions appeared first on Mike J Walker.

8 years, 11 months ago

Join Mike Walker in Minneapolis to Learn How EAs are Essential to Innovate Digital Disruptions

  IT Leaders Must Leverage EA to Understand the Value and Impacts Please join me at an in Minneapolis for this in person Gartner Local Briefing. The good news is that whether or not you are a Gartner client, a Local Briefing is the perfect venue for gaining the understanding you need efficiently and without […]

The post Join Mike Walker in Minneapolis to Learn How EAs are Essential to Innovate Digital Disruptions appeared first on Mike J Walker.

8 years, 11 months ago

Autumn Events 2014

Open Group Conference – Empowering your BusinessI was originally billed to speak at the Open Group conference in London later this month. Unfortunately, I shall be in Japan that week. My place will be taken by Daren Ward, Partner at Glue Reply, who wil…

9 years, 7 days ago

Agile Self Governance

I guess most readers of this blog know that Ireland went through a massive bust in 2008/9. The primary cause was a massive building bubble. And because the economy was dependent upon building related taxes, the crash was brutal. One of the side effects of the bubble was that building standards suffered. In one extreme case a block of apartments was constructed with no fire safety protection! There were many, many more prosaic examples. In my own case I had building works completed that had to be completely reworked within a couple of years! The reasons for the low quality were complete lack of governance. In the boom times many people set-up without adequate skills and many developers over-committed to deliver more work than they could manage competently. In Ireland, unlike say the UK, there was no independent building inspection regime. Architects merely had to give approval for work to proceed at the major stages. There was no independent oversight.

Today in the Agile project world the idea of self-governance is pervasive. But the parallels with the Irish governance regime in the noughties is too close for comfort. The Agile principles guide that projects should be built around motivated individuals, given the environment and support needed and trust them to get the job done. Further valuing working software over comprehensive documentation is effectively encouraging teams to dispense with transparency and traceability. While this may work in small scale environments, in a large enterprise the idea that all teams will be highly skilled, properly resourced and motivated contradicts general experience. So in many large organizations conventional governance is still a requirement that can be highly detrimental to the efficient Agile process.

In my last blog post I described a new Agile governance model that addresses the empowerment question with:
a) A defined Agile governance model
b) Defined principles and reference architecture that establish ways of working together with articulation of business value
c) Automation systems that progressively incorporate the principles and reference architecture into frameworks, tooling, design time platforms, deliverable profiles and knowledge management systems.
d) A Community of Interest (CoI) responsible for the governance system and communications
e) A communication system that ensures Agile projects are fully implementing the governance system, and providing at least retrospective feedback to the CoI that contributes to a common asset base as well as practice maturity.

And in this post I want to explore further the organizational issues. In the image I show there are three primary stakeholders in the Agile process. A Design Authority (DA), the Community of Interest (CoI) and everyone else; let’s call them the Crowd. And what’s really important is this is not a conventional hierarchy. The Crowd, developers, architects, product owners and business analysts are the drivers of the process, engaged on business improvement delivery projects. The CoI are also part of the Crowd insofar as they are also engaged on delivery projects, but they are individuals that have a further role of taking responsibility for coordinating consistency of the approach taken by delivery teams. As shown the CoI will be responsible for reference and enterprise/domain architecture and have an approving role for solution architecture and design, platform components and factory configuration. And the key point here is that all of these key deliverables start by being crowdsourced. The delivery teams are in the best position to establish solution architecture and design. The delivery team member with a CoI role is responsible for identifying and promoting candidate components of reference architecture, the design platform etc to the collective CoI.

The DA is different. It’s still not hierarchic, but it does approve demand shaping decisions, reference and domain architecture. This generally happens in response to delivery project concerns, for example when there are affordability or timescale issues with “doing the right thing”. You know the deal, if we don’t worry about technical debt, we can deliver on time and budget. But if we address the bigger architectural questions, and deliver solutions that will reduce complexity, reduce operating and maintenance costs etc, then the delivery date will be pushed out and additional resources required. Frankly this is the right time to address the value of architecture, because the questions are real.

So what I have described here, and in the last post, is an evolving governance model in which the definition of “self” is stretched a little to encompass the role. The Crowd has a major role in informing the requirements for policy and architecture as required for specific projects.  The CoI are responsible for synthesizing these requirements to meet some broader, longer running remit and the DA guides on bigger questions of architectural compliance from a strictly business value perspective. The Crowd and CoI are also responsible for automating policy wherever possible; selecting exemplar solution components for platform and factory implementation, so that the very best solution components become reusable as patterns, configuration items, coding standards, services etc.

Whether it’s in a building or software development context, simplistic self-governance doesn’t work in complex enterprise situations. However understand the roles and responsibilities, work bottom up with Crowd sourcing and you may just motivate a very large team by enabling them all to contribute to the greater good.

See Also: Agile Governance