How Can Marketing Automation Learn From DoD?

March 23, 2010 By 1 Comment

C4ISR Applications

US Navy

The efficient gathering, storing, analyzing, sharing, and acting upon data must be precise in the United States Navy; it is increasingly so within any enterprise, large or small,  that wants to survive 21st Century, globalized business.

This is the third in a series of excerpts from Allinio’s white paper Net-Centric Marketing & Information Superiority.

3. Applying C4ISR to Marketing

Commerce, of course, should not be considered as an activity with the same intensity and stakes as warfare, but nevertheless there is value in taking concepts from this most extreme form of conflict; and rightly so, because Net-Centric Marketing extends well beyond having broadband, a robust web analytics application and slick online campaigns.    Information superiority will matter more in the next phase of globalized business. [Read more...]

Filed Under: Business Intelligence, C4ISR Marketing, Datawarehousing & Security, Leadership, Marketing, Net-Centric Marketing Tagged With: , ,

The Future of InfoTech = The Future of Marketing

April 3, 2008 By Leave a Comment

Bob Gourley, the CTO and Founder of Crucial Point LLC, is a former CTO for the Defense Intelligence Agency.  If anyone knows C4ISR, it is him.  The Marketing Consiglire encourages CEOs and CMOs to read his April 2, 2008 entry in his blog, CTO Vision – “What’s Next in Enterprise IT.”  There are clear implications for Net-Centric Marketing.

Bob Gourley’s Future of InfoTech

Of particular note is a downloadable PowerPoint presentation of his personal predictions of change in IT to help leadership “noodle through the impact of some key technologies on our future.”  So don’t be a wet noodle – check it out and think about it with a C4ISR Marketing perspective.

Filed Under: C4ISR Marketing, Leadership, Marketing, Net-Centric Marketing Tagged With: , , , , ,

B2B Magazine is Preaching- Where’s the Choir?

November 14, 2007 By Leave a Comment

In his opinion column of this week’s BtoB Magazine, (if you’re in B2B you should be a subscriber - I can’t “live” without it!) Ellis Booker, the Editor, asks the question perfectly: “Media execs cling to print…too tightly?”

BtoB Magazine Logo

He was referring to his observations at the recent American Business Media annual Top Management Meeting in Chicago. The Marketing Consigliere wishes he had been a fly on the wall. But then again, he does not need to have been there to know that Ellis is right on target. The Marketing Consigliere recently left the publishing world for the startup world because he thought it was less risky. A raft in 20-foot seas is actually safer than staying on the Titanic. Publishers are clinging to their old print ways too tightly and not making the infrastructural and cultural changes necessary to maintain a leading position. Their brand alone won’t keep them afloat forever, especially when they are ignoring the realities of a network-centric marketing world. [Read more...]

Filed Under: B2B Marketing, C4ISR Marketing, CRM, Data Mining, Marketing, Metrics & Measurement, Net-Centric Marketing, Web 2.0 Tagged With: , , , , ,

Wired Magazine Agrees with The Marketing Consigliere (OK…. sort of…)

October 1, 2007 By Leave a Comment

The Marketing Consigliere confesses to reading carbon-based media, holding it in his hand, and actually enjoying it. He also confesses to hanging out with geeks, being nice to them, and actually listening to them (but he certainly will not say that he himself is a “geek”). Lastly, he confesses to making huge leaps of faith on occasion when making certain statements regarding that in which what he so passionately believes.

And with these caveats he is happy to say that his few months’ worth of blogging has received high level validation of some sorts. OK, neither he nor The Marketing Consigliere Blog or his phrase “C4ISR Marketing” are specifically mentioned, but let him explain.

The October 2007 Wired issue features a supplement called Geekipedia - “149 People, Places, Ideas, and Trends You Need to Know now.” Two of the 149 entries in the Geekipedia are “Net-centric warfare” and “UAV” (Unmanned Aerial Vehicles). Disappointingly, “Analytics” was not cited as a standalone topic.

Geekipedia Cover

While the explanation of each topic focuses purely on the military use of technology, the fact that these are mentioned is significant. Wired says we need to know about them. The leap of faith he is asserting is that these two concepts will soon better understood and adopted by Marketers as part of the way they do business. Ok, the UAV part may take a bigger leap…

That is the main purpose of this blog – to embrace the military concepts of net-centricity and make them work for business in new ways. As he has written before, “Net-centric” is interchangeable with “C4ISR Marketing” and he encourages anyone to read his whitepaper on entitled “Net-Centric Marketing & Information Superiority.”

So in denying that he is a geek, let him also humbly deny that he is a visionary – He does not imply to out-vision Wired magazine. To him the concept he advocates is not some lofty perfect world scenario in the far-off future that will cause a stunning metamorphosis in business, although it will indeed transform businesses. As The Marketing Consigliere, he is merely a pragmatist and sees that this is coming. And many businesses that cannot keep up with the flow of data will fail or at best be second-tier in their domain. Will your business be ready for this evolution?

Filed Under: C4ISR Marketing, Marketing, Net-Centric Marketing Tagged With: , , , ,

A Perfect Match?

September 12, 2007 By Leave a Comment

Omniture and salesforce.com announced the launching of Omniture Closed-Loop Marketing on salesforce.com’s AppExchange.

This is a great example of aligning sales and marketing – working with sales, marketers will be able to follow simultaneous marketing campaigns and to ascribe credit to the specific campaigns resulting in a sale, transaction or a conversion.

salesforce.com + Omniture

Marketers should be all over this and sales should be demanding more campaigns. Even without the robust salesforce.com element, Marketers should be ecstatic about Omniture’s acquisition of Offermatica last week – that is also sure to be a great marriage of web analytics and multivariate testing. Companies that don’t have these types of tools will be surprised when they find out they are being outmaneuvered by competitors that do. This marriage of capabilities allows SMBs a better C4ISR Marketing capability and should get Marketers a little more respect from Sales.

Filed Under: C4ISR Marketing, Campaign Management, CRM, EMM, Marketing, Metrics & Measurement, SMB Marketing Tagged With: , , , , ,

Squidoo Lenses for B2B Marketers?

August 29, 2007 By Leave a Comment

The Marketing Consigliere has set up a “lens” called ”C4ISR  Marketing – aka Network Centric Marketing” on Squidoo and is trying to teach himself about whether it provides utility for B2B marketers. HIs “lens” (this is what you call your site there) is not a high ranking site in the Squidoo world by any means, but he guesses it’s better than a lot of others. For now he’ll tinker with it and learn.

Squidoo is the brain child of Seth Godin and was built by Viget Labs. The Marketing Consigliere think it’s a great concept and there is much more education to obtain on his part to leverage more value out of it. Here’s his question: It seems perfect for hobbyists, enthusiasts, consultants and the like, but can/should companies set up lenses like they set up MySpace pages and expect traffic either to that site or from that site for gathering data? [Read more...]

Filed Under: B2B Marketing, Marketing, Public Relations, User Generated Content Tagged With: , , , , , , , , , , ,
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