ImageThis week we held another webinar in our Best Thinker webinar series, this time on the topic of Socially Driven Collaboration: How Social Business is Changing The Role of Marketing and IT. This webinar included a pair of really great speakers: Vanessa DiMauro, the CEO of Leader Networks, a research and strategy consulting company and Erika Jolly Brookes, the Vice President of Product Strategy for Oracle, working on the Oracle Cloud-Social business.

This webinar was sponsored by Oracle and was showcasing some research that Oracle and Leader Networks collaborated on. The research was both qualitative and quantitative in nature and spanned 662 marketers and 263 IT professionals from companies 100 person or more with at least one social platform in place. The research is a two-part series on the Social Business; part one was delivered to the SocialMediaToday audience at the Social Shake-up Conference and you can find part one of the research here, part two was previewed exclusively for SocialMediaToday only on this webinar.

Erika Jolly Brookes, the Vice President of Product Strategy for Oracle, working on the Oracle Cloud-Social business, started us off by talking about the changing role of the CMO. Erika started off with a stat from Gartner that detailed by the year 2017 that the CMO will spend more on IT than the CIO. And interestingly enough both the CMOs and CIOs agree that technology is essential to marketing in delivering on its primary purpose of gaining access to customer insight and intelligence. This spawned the idea that both marketing and IT needed to collaborate more was the genesis of the research study.

Vanessa DiMauro, the CEO of Leader Networks, a research and strategy consulting company, then showed the latest research. Some of the highlights were: 20% of marketers classified their relationship with IT as “poor or non existent”, 47% of marketers do see a benefit to collaborating with IT but their company culture doesn’t enable it to happen, and 74% of marketers that do collaborate with IT say that they are more effective because of the collaboration.

After the research was presented we had a lively discussion on the top 5 tips to keep in mind and we took live questions from the audience. If you have ever been on a SocialMediaToday webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists.  Many of the questions from our audience revolved around topics such as: What’s the best way to collaborate with IT and why does marketing have to always bring the olive branch to IT? Is Big Data the perfect opportunity for Marketing and IT to finally collaborate?

If that piqued your interest and you want to hear the replay of this webinar, please check out this link. Otherwise please join us for our next webinar on The Realities of Real-time Marketing: Creating Teams, Building Trust starting at noon eastern on November 21st: Register here