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IBM Pitches New Software Suites To CIOs, CMOs
IBM Pitches New Software Suites To CIOs, CMOs

By Mark Long
July 23, 2012 9:48AM

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A recent IBM study found 79 percent of chief marketing officers expect high levels of job complexity over the next five years. The IBM Customer Experience Suite aims to make it easier for CMOs to cope with the rising tide of customer data by aggregating Big Blue's enterprise portal, Web content management, forms, and social networking software.

IBM has taken the wraps off two new software suites for helping corporate clients transform the digital experiences they deliver for workers, customers and consumers across a wide range of mobile devices and social networking platforms.

For example, the IBM Intranet Experience Suite is designed to give the chief information officer (CIO) at large enterprises the ability to aggregate company data and analytics with personalized content and social media. The new platform "pulls together company information and data, personalized content and news, and social media and analytics, enabling employees to connect, collaborate and access information at anytime, from anywhere," said Todd Watson, the e-relationship manager for IBM's software business.

By contrast, the new IBM Customer Experience Suite is designed to give the chief marketing officer (CMO) the ability to manage and integrate all types of data on their Web sites and then analyze it to obtain deeper insight into customer buying patterns and sentiment.

"Given the business realignment between marketing and technology, the CMO and CIO can no longer afford to operate on separate stages," Watson wrote in a recent blog post. "To succeed, they'll have to forge a shared agenda to deliver business results through innovation and efficiency, working together to streamline their technology needs."

Single View CMO Access

With the new IBM Customer Experience Suite, Big Blue is aiming to attract a share of the growing investments that companies are making in their e-marketing efforts. According to research firm Gartner, large enterprise marketing budgets will rise 7 percent to 8 percent this year -- a rate that is two to three times higher than projected for IT budgets.

The problem is that CMOs currently lack the skills to take advantage of rising mobile device and social networking opportunities. "Executives are faced with the challenge of taking 'social' more seriously -- not as 'just another channel,' but as a whole new way of doing business," said Gartner VP Ed Thompson.

According to a recent IBM CMO Study, 79 percent of CMOs expect high levels of complexity in their job over the next five years. However, only 48 percent of the CMOs responding to the survey felt prepared to deal with it.

IBM Customer Experience Suite aims to make it easier for CMOs to cope with the rising tide of customer data by aggregating Big Blue's enterprise portal, Web content management, forms, and enterprise social networking software into a single view. From there, CMOs have access to requisite software tools for recognizing, monitoring and understanding various social conversation threads, as well as interacting one-on-one with individual customers. (continued...)

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