Catherine Blackmore, Oracle Marketing Cloud | Oracle Modern Customer Experience 2017

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(energetic upbeat music)>>Host: Live from Las
Vegas, it’s The CUBE. Covering Oracle Modern
Customer Experience 2017. Brought to you by Oracle.>>Welcome back, everyone. We are here live in Las
Vegas at the Mandalay Bay for Oracle’s Modern CX show,
Modern Customer Experience. The Modern Marketing Experience converted into the Modern CX Show. I’m John Furrier with The Cube. My co-host Peter Burris. Day two of coverage. Our next guest is Catherine Blackmore, Global Vice President, Customer Success, Global Customer Success
at Oracle Marketing Cloud. Catherine, welcome back to The CUBE. Great to see you.>>Thank you so much for having me here. It’s been an incredible
week, just amazing.>>Last year we had a great conversation. Remember we had.
>>Yes.>>It was one of those
customer focused conversations. Because at the end of the day,
the customers are the ones putting the products to
use, solving their problems. You were on stage at the keynote. The theme here is journeys,
and the heroes involved. What was the summary of the keynote?>>Sure. As you say, this
theme has really been around heroic marketing moments. And in a way, I wanted
to take our marketers and the audience to an
experience and a time where I think a lot of
folks can either remember or certainly relate where,
what was the beginning of really one experience,
which was Superman. If you think about
heroism and a superhero, well, Superman will come to mind. But I think what was
interesting about that is that it was created at a time where most folks were not doing well. It was actually during
the Great Depression. And most folks wouldn’t realize that Superman almost never came to be. It was an image, an icon, that was created by two teenage boys, Jerry Shuster and Joe Siegal. And what they did is they got audience. They understood, just as two teenage boys, my parents, my family, my
community is just not doing well. And we see that folks are
trying to escape reality. So we’re going to come up
with this hero of the people. And in doing so, what’s interesting is, they really were bold, they were brave. They presented a new way to escape. And as a result, DC Comics took it up. And they launched, and they
sold out every single copy. And I think it’s just a
really strong message about being able to think about
creativity and being bold. Jerry and Joe were really the heroes of that story, which was around. My challenge to the audience
is, who’s your Superman? What is your creative idea
that you need to get out there? Because in many ways, we
need to keep moving forward. At the same time, though,
balance running a business.>>It’s interesting,
you did mention Superman and they got passed over. And we do a lot of events in the industry, a lot of them are big data events. And it’s one little insight could actually change a business, and most times, some people get passed over because they’re not the decision maker or they may be lower in the organization or they may just be, not
be knowing what to do. So the question on the Superman
theme, I have to ask you, kind of put you on the spot here is, what is the kryptonite for
the marketer, okay, because>>(laughing) Yes.>>there’s a lot of obstacles in the way.>>Catherine: It is.>>And so people sometimes
want to be Superman, but the kryptonite paralyzes them.>>Catherine: Yeah.>>Where’s the paralysis?>>It’s funny that you say that. I think I actually challenge
folks to avoid the kryptonite. There was three things that
we really talked about. Number one is, Modern
Marketing Experience, it’s just an incredible
opportunity for folks to think ahead, dream big,
be on the bleeding edge. But guess what, we’re all
going to go on flights, we’re going to head home, and Monday morning’s going to roll around and we’re going to be stuck
and running the business. And my inspiration and, really, challenge to the audience and to
all of our marketers is how do we live Modern
Marketing Experience everyday? How do we keep looking ahead
and balance the business? And, really, those heroic
marketers are able to do both. But it doesn’t stop there. We talked a lot about
this week, about talent. Do we have the right team? Kryptonite is not having the right people for today and tomorrow, and
then in addition to that, you can’t just have a team, you can’t just have a
vision, but what’s your plan? Where actually having the
right stakeholders engaged, the right sponsorship,
that’s certainly probably the ultimate kryptonite if you don’t.>>The sponsorships are interesting because the people who
actually will empower or have empathy for the users and empower their people and the team have to look for the yes’s, not the no’s. Right. And that’s the theme that we see in the Cloud success stories is, they’re looking for the yes. They’re trying to get that yes. But they’re challenging,
but they’re not saying no. That’s going to shut it down. We’ve seen that in IT. IT’s been a no-no, I
was going to say no ops but in this digital transformation with the emphasis on speed,
they have to get to the yes. So the question is, in
your customer interactions, what are some of those use cases where getting to that
yes, we could do this, What are some of the things,
is it data availability?>>Catherine: Absolutely.>>Share some color on that.
>>I think, So I actually had a wonderful time connecting with Marta Federici,
she met with you earlier. And I love her story, because
she really talks about the culture and placing
the customer at the center of everything they’re
doing, to the extent that they’re telling these stories
about why are we doing this? We’re trying to save lives,
especially in healthcare. And just to have stories and images. And I know some companies
do an amazing job of putting the customer up on the wall. When we talk to our customers about how do we actually advance a
digital transformation plan? How do we actually align
everyone towards this concept of a connected customer experience? It starts with thinking about everyone who touches
the customer every day and inspiring them around
how they can be part of being a customer centric organization. And that’s really,
that’s really important. That’s the formula,
and that’s what we see. Companies, that they can
break through and have that customer conversation,
it tends to align folks.>>Interesting. We were talking earlier, Mark Hurd’s comment to both the CMO Summit that was happening in a
separate part of the hotel here in the convention center,
as well as his keynote. He was saying, look, we
have all this technology. Why are we doing this
one percent improvement? And he was basically saying,
we have to get to a model where there’s no data department anymore. There never was.
>>That’s right.>>And there shouldn’t be. There shouldn’t be, that
department takes care of the data. That’s kind of the old
way of data warehousing. Everyone’s a data department,
and to your point, that’s a liberating, and
also enables opportunities.>>It does. We talked a lot. Actually, the CMO Summit that
we had as well this week, a lot of our CMOs were talking about the democratization of data. And Elissa from Tableau, I
think you also talked to. We talked about, how do you do that? And why, what are those use cases, where, Kristen O’Hara from Time
Warner talked about it as well. And I think, that’s where we have to go. And I think there’s a lot
of great examples on stage that I would like to think our
marketers, and quite frankly,>>Which one’s your
favorite, favorite story?>>My favorite story.>>John: Your favorite story.>>Wow, that’s really
putting me on the spot.>>It’s like picking your favorite child. I have four. I always say “well,
they’re good at this sport, or this kid’s good in school.” Is there?>>I guess one.>>John: Or ones that
you want to highlight.>>Well one that I, because
we talked about it today. And it was really a
combination of team and plan. Just really highlighting
on what Marta’s driving. If you think about the
challenges of a multinational>>Peter: Again, this is at Philips.>>John: Marta, yeah.>>Catherine: This is
Philips, Royal Philips. So Marta, what she’s really,
her team has been trying to accomplish, both B to C and B to B, and it speaks to data, and it talks about obviously having CRM be kind of that central nervous system so that you can actually
align your departments. But then, being able to think about team. They’ve done a lot of
work, really making certain they have the team for
today and the future. They’re also leveraging partners, which is also key to success. And then, having a plan. We spent time with Royal Philips actually at headquarters
a number of weeks ago and they are doing this transformation, this disruptive tour with all
of their top folks across, around the world that running
their different departments, to really have them up
and them think differently which is aligning them around that culture of looking out to the future.>>Peter: Let’s talk a bit
about thinking differently. And I want to use you as an example.>>Catherine: Sure.>>So your title is Customer Success. Global Vice President,
Global Customer Success. What does that mean?>>Sure. I know a lot of folks, I’d like to think that, that’s just a household name right now in terms of Customer Success. But I realize it’s still
a little new and nascent.>>We’ve seen it elsewhere but it’s still not crystal
clear what it means.>>Sure, sure. So when I think of Customer Success, the shorter answer is, we help our customers be successful. But that, what does it really mean? And when I think about the evolution of what Customer Success, the department, the profession, the role,
has really come to be, it’s serving a very important
piece of this Cloud story. Go back a decade when we
were just getting started actually operationalizing
SaaS and thinking about how to actually grow our businesses, we found that there just needed to be a different way of managing our customers and keeping customers, quite frankly. Cause as easy as it is to
perhaps land a SaaS customer, and a Cloud customer, because
it’s easier to stand them up and it’s easier for them to purchase, but then they can easily leave you too. And so what we found is,
the sales organization, while, obviously understands the customer, they need to go after new customers. They need to grow share. And then in addition to that, in some organizations,
there still are services to obviously help our
customers be successful. And that’s really important, but that is statement-of-work-based. There’s a start and a stop
and an end to that work. And then obviously there’s support that is part of a services experience, but they tend to be queue-based,
ticket-based, break-fix. And what we found in all of this is, who ultimately is going be
the advocate of the customer? Who’s going to help the customer
achieve ROI business value and help them ensure
that they are managing what they’ve purchased and getting value, but also looking out towards the future and helping them see
what’s around the corner.>>Catherine I want to ask the question. One of the themes in your keynote was live in the moment every day as a modern marketing executive, build your team for today and tomorrow, and plan for the future. You mentioned Marta, who was on yesterday, as well as Kristen
O’Hara from Time Warner. But she made an interesting comment, because I was trying to
dig into her a little bit, because Time Warner,
everyone knows Time Warner. So, I was kind of curious. At the same time, it was a success story where there was no old way. It was only a new way,
and she had a pilot. And she had enough rope
to kind of get started, and do some pilots. So I was really curious in
the journey that she had. And one thing she said was,
it was a multi-year journey.>>Catherine: Yes.>>And some people just want it tomorrow. They want to go too fast. Talk through your experience
with your customer success and this transformation
for setting up the team, going on the transformational journey. Is there a clock? Is there a kind of order of magnitude time frame that you’ve seen,
that works for most companies?>>Sure. And actually I want to
bring in one more experience that I know folks had
here at Modern Marketing, which was, also, Joseph Gordon-Levitt, he actually talked about this very thing. I think a lot of folks related to that because what he’s been doing
in terms of building out this community and creating crowd-sourced, or I should say, I think
he would want to say community-sourced content and creativity. It was about, you can’t
really think about going big. Like I’m not thinking about feature film. I’m thinking about short video
clips, and then you build. And I think everyone, the
audience, like okay I get that. And Kristen’s saying, it
took many little moments to get to the big moment. I think folks want to do it all, right at the very beginning.>>John: The Big Bang Theory, just add,>>Absolutely.>>Just add water, and
instant Modern Marketing.>>It is, it is.>>John: And it’s hard.>>And what we have found, and this is why the planning
part is so important, because what you have to do, and it might not be the marketer. The marketer, that VP of
Marketing, even that CMO may know, it’s going to be a three year journey. But sometimes it’s that CEO,
Board of Director alignment that’s really required to
mark, this is the journey. This is what year one’s
going to look like. This is what we’re going
to accomplish year two. There may be some ups
and downs through this, because we need to transform sales, we need to transform back in operations in terms of how we’re going to
retire old processes and do new. And in doing so, we’re going
to get to this end state. But you need all of your
stakeholders to be engaged, otherwise you do get
that pressure to go big because, you know what Mark
was saying, I’ve got 18 months, we need to be able to show
improvement right away.>>We were talking about
CIOs on another show that I was doing with Peter. And I think Peter made the comment that the CIO’s job sometimes
doesn’t last three years. So these transformations
can’t be three years. They got to get things going
quicker, more parallel. So it sounds like you
guys are sharing data here at the event among peers>>Catherine: Yes.>>around these expectations. Is there anything in
terms of the playbook?>>Catherine: Yes.>>Is it parallel, a
lot of AGILE going on? How do you get those little
wins for that big moment?>>So I think this is where the, what I would call, the League of Justice. You got to call in that League of Justice. For all you Superman out there. Because in many ways
you’re really challenged with running the business, and I think that’s the
pressure all of us are under. But when you think about
speeding up that journey, it really is engaging partners, engaging, Oracle Marketing Cloud, our
success and services team. I know you’re going to be
talking to Tony a little bit about some of the things we’re building but that’s where we can really
come in and help accelerate and really demonstrate
business value along the way.>>Well one more question I had for you. On the show floor, I noticed,
was a lot of great traffic. Did you guys do anything
different this year compared to last year when we talked to make this show a little bit more fluid? Because it seems to me
the hallway conversation has been all about the
adaptive intelligence and data is in every conversation
that we have right now. What have you guys done differently? Did it magically just come to you, (Catherine laughing) Say, we’re going to have
to tighten it up this year? What was the aha moment between
last year and this year? It’s like night and day.>>I would like to think that we are our first and best customer, because as we ourselves
are delivering technology, we ourselves also have to live what we tell our
customers to do every day. Look at the data, look at the feedback. Understand what customers are telling you. How can you help customers achieve value? And we think of this as an
important moment for our partners and our companies, that
are here spending money and spending time to
be here, achieve value. What we’ve done is really
create an experience where it’s so much easier
to have those conversations. Really understanding the flow of traffic, and how we can actually ensure people are able to
experience our partners, get to know them, get
to know other customers. A lot of folks, too, have been saying, love keynote, love these
different breakout sessions, but I want to connect with
other folks going through that same thing that I am, so I can get some gems, get
some ideas that I can pick up.>>And peer review is key in that. They talk to each other.>>Exactly. That’s right, that’s right. And so we’ve really enabled that, the way that we’ve laid out
the experience this year. And I know it’s even going
to be better next year. Cause I know we’re going
to collect a lot more data.>>Well last year we talked a lot about data being horizontally scalable. That’s all people are talking about now, is making that data free. The question for you is, in the customer success
journeys you’ve been involved, what’s the progress bar of
the customer in terms of, because we live in Silicon Valley. So oh yeah, data driven marketer! Everyone’s that. Well, not really. People are now putting the
training wheels on to get there. Where are we on the progress bar for that data driven marketer, where there’s really, the
empathy for the users is there. There’s no on that doubts that. But there’s the empowerment
piece in the organization. Talk about that piece. Where are we in that truly
data driven marketer?>>Oh, we’re still early days. It was obvious in talking
to our various CMO’s. We were talking about
talent and the change, and what the team and the
landscape needs to look like to respond to certainly
what we’ve experienced in technology over the
last number of years and then even what was introduced today. That level of, I need to have more folks that really understand data on my team but I’ll tell you, I think
the thing that’s really interesting though about
what we’ve been driving around technology and specifically AI. I love what Steve said,
by the way, which is if a company is presenting AI as magic, well the trick’s on you. Because truly, it’s not that easy. So I think the thing that
we need to think about and we will work with our customers on is that there’s certainly a need and you have to be data driven but at the same time, we
want to be innovation ready and looking and helping our
customers see the future to the extent that how we think about what we’re introducing is very practical. There’s ways that we can help
our customers achieve success in understanding their
audience in a way that is, I wouldn’t say, it’s just practical. We can help them with use cases, and the way the technology
is helping them do that, I think we’re going to see a
lot of great results this year.>>AI is great, I love to promote AI hype because it just makes software
more cooler and mainstream, but I always get asked the question, how do you evaluate whether
something is BS in AI or real? And I go, well first of all, what is AI? It’s a whole ‘nother story. It is augmented intelligence,
that’s my definition of it. But I always say, “It’s great sizzle. Look for the steak.” So if someone says AI, you
got to look on the grill, and see what’s on there,
because if they have substance, it’s okay to put a little sizzle on it. So to me, I’m cool with that. Some people just say, oh we
have an AI magical algorithm. Uh, it’s just predictive analytics.>>Catherine: Yes.>>So that’s not really AI. I mean, you could say you’re using data. So how do you talk to
customers when they say, “Hey, AI magic or real? How do I grok that?” How do I figure it out?>>I think it’s an important advancement, but we can’t be distracted
by words we place on things that have probably
been around for a little while. It’s an important way to
think about the technology, and I think even Steve
mentioned it on stage. But I think we’re helping
customers be smarter and empowering them to
be able to leverage data in an easier way, and
that’s what we have to do. Help them, and I know
this is talked a lot, not take the human and
the people factor out because that’s still required,
but we’re going to help them be able to concentrate on what
they do best, whether it’s, I don’t want to have to
diminish my creative team by hiring a bunch of data scientists. We don’t want that. We want to be able to
help brands and companies still focus on really
understanding customers.>>You know, AI may be
almost as old as Superman.>>Catherine: (laughing)
I think you’re right.>>Yeah, because it all
comes back to Turing’s test of whether or not you
can tell the difference between a machine and a human being, and that was the 1930s.>>Well, neural networks
is a computer science. It’s a great concept, but
with compute and with data these things really
become interesting now.>>Peter: It becomes possible.>>Yeah, and it’s super fun. But it promotes nuanced things like machine learning
and Internet Of Things. These are geeky under-the-hood stuff that most marketers are like, uh what? Yeah, a human wearing a gadget is an Internet of Things device. That’s important data. So then if you look at it that way, AI can be just a way to kind
of mentally think about it.>>That’s right, that’s right.>>I think that’s cool for
me, I can deal with that. Okay, final question, Catherine, for you.>>Catherine: Yes.>>What’s the most important
thing that you think folks should walk away
from Modern CX this year? What would you share from this show, given that, on the keynote,
CMO Summit, hallways, exhibits, breakouts, if there’s a
theme or a catalyst or one?>>Peter: What should they
put in the trip report?>>It’s all about the people. I think that, if I were
to distill it down, you think about that word
bubble chart, that’s people. I think that’s the biggest
word that came out of this. As much as technology is important, it’s going to enable us, it’s
going to enable our people, and it’s going to put a lot of attention on our talent and our folks
that are going to be able to take our customers to the next level.>>And then people are the ones that are generating the data too, that want experiences, to them.>>Catherine: That’s right.>>It’s a people centric culture.>>Catherine: It is.>>Catherine Blackmore
here on site, The CUBE, at Modern CX’s The CUBE,
with more live coverage here from the Mandalay Bay in Las Vegas, live after this short break. (electronic music)

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