New Oracle Study Reveals More than 2/3 of Marketing & IT Leaders Report Being “More Effective” Due to Collaboration; Yet Less than 1/3 Report Collaborating “Frequently”
Business benefits cited include stronger marketing messages, faster speed-to-market, greater product adoption and reduction in project costs
Redwood Shores, CA – October 31, 2013
To meet the needs of today’s evolving digital, mobile and social world, marketing and technology executives are finding collaboration across people, processes and technologies is leading to more effective business outcomes. To demonstrate how organizations are embracing collaboration, Oracle, in partnership with Leader Networks and Social Media Today, launched an executive study revealing opportunities and obstacles for senior marketing and technology leaders to more effectively collaborate and to deliver real-world business value. 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.
Oracle announced findings from a sponsored executive study with Leader Networks and Social Media Today titled “Socially Driven Collaboration.” 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.
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.
“Collaborating across the organization is a key step in the journey to becoming a socially enabled enterprise and can deliver powerful results and prove value to both marketing and IT,” said Meg Bear, Group Vice President of Oracle Social Cloud. “The survey findings suggest there is still room for improvement and that organizations are aware of the pressing need for collaboration. At Oracle, we are committed to helping our customers weave social capabilities into the fabric of their business operations so they can improve collaboration, increase efficiency of their operations and deliver real business value across the enterprise.”
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
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.
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