Q&A with Tara Ryan, Chief Marketing Officer at Incorta

Media 7 | April 15, 2020

global marketing for technology businesses
Tara Ryan, Chief Marketing Officer at Incorta has over 25 years experience and success in global marketing for technology businesses in ERP, mid-market, SMB, security, industry offerings and has driven fast growth for multiple SaaS , IPO and public companies. 

Ryan works with executives and board on planning, creation and execution of global branding, communications, sites, field programs, public relations, investor relations and demand generation.

MEDIA 7: When did you first start working and what was it?
TARA RYAN:
 My first job for a real paycheck was at 15 when I worked at a deli in Fresno, CA where I grew up.

M7: With over 25 years of experience in global marketing for technology companies, how has the demand generation for tech firms evolved, and how do you see it changing in future?
TR:
Marketing used to be a stand alone, unautomated function and in all honesty, a bit of a mystery. Now marketing is threaded through every single thing we do in business and with technology innovations, there is a real understanding of it, the programs we run, the expected outcomes and even the real time analysis of successes and failures. We used to plan a campaign, process out the creative, media and execution and wait to see effectiveness – now we do all at once. I see the future going back to simplification and less is more. We have added so many tools and ways to analyze. 


"The transformation or amazing shift into the customer experience economy is the biggest challenge CMOs face today."

M7: As a Data Analytics platform, Incorta simplifies and processes data to provide meaningful information at speed that helps make informed decisions. How crucial is it from a value delivery point of view, and how does that help Incorta to stand out?
TR: 
Incorta is special in that it allows business users to ask the same complex and meaningful questions of their data that typically require many IT people and data scientists to get the answers they need to improve their line of business. At the digital pace of business today, that can mean millions of dollars for business leaders in finance, supply chain or even marketing. Speed is a key differentiator for Incorta in that rarely has anyone been able to query billions of rows of data in seconds for a line of business owner. In the world of Big Data, AI, Machine Learning and Predictive Analytics, this is important. In other words, someone in charge of supply chain for a major food brand can reduce millions in wasted orders if they understand in real time what customers are ordering across the globe on any given day or hour. In times like and especially with Covid, the amount of data an organization can automate, organize, ingest and analyze against can mean millions in savings and efficiencies. The direct link between data, analytics and business impact is something I get really excited about.



"The B2B buying cycle is becoming much more consumer like and the B2C marketing journey is now adapted to a tech driven one, mostly by mobile and in app activity owning the minute by minute attention of all."

M7: What are the biggest challenges for a CMO these days?
TR:
I think the transformation or amazing shift into the customer experience economy is the biggest challenge CMOs face today. I see a merge of B2B and B2C and a learning exchange for CMOs with experience in both. The B2B buying cycle is becoming much more consumer like and the B2C marketing journey is now adapted to a tech driven one, mostly by mobile and in app activity owning the minute by minute attention of all. TV has shifted to OTT, radio to subscription, Direct to push and email and website to search and content syndication and it goes on. CMOs must check our pride at the door and acknowledge that adaptation is now our constant.

M7: How should companies prepare for continuous disruptions in martech?
TR: 
I think the Martech stack has reached a point of saturation. The best way to prepare and analyze all that is new is to ask the question around revenue. How will any given innovation contribute to new revenue and will the new revenue cover the costs for said innovation. I see way too many start ups spending money on automation for the sake of automation.

M7: The outbound marketing scene is transforming rapidly. Which trends do you believe will sustain, and what are you excited to experiment with?
TR:
I call it “all bound” efforts as marketing and sales fused efforts can happen in real time now. I get excited about high quality campaigns driven with AI and Machine Learning that deliver such personalization and relevance that the sales cycles gets condensed like never before. I think the trend of ABM will stick around in theme even if not technology tools as it helped us get back to realistic target audiences and database integrity, I am excited about  faster time to value and lower cost of entry innovators like Drift or Bombora. They quickly excite both marketing and sales teams and prove value in revenue driven efforts. I love when my teams come to me and have been able to experiment and bring a vendor onboard in days vs months.


"CMOs must check our pride at the door and acknowledge that adaptation is now our constant."

M7: How has the COVID-19 pandemic affected your work - what day to day processes have you had to re-tool to be able to pull them off remotely? What does your remote tech stack look like?
TR:
Covid has presented an unexpected opportunity for marketing and sales teams to get access to prospects and customers with some undivided attention that is otherwise difficult to garner. It has presented a challenge in that we really don’t want to waste anyone’s time and value propositions and content should align to Covid C-Suite priorities around employee security, wellness, business continuity and creative ways to forecast and plan against an unknown future. Of course Zoom and video conferencing has become important but added weight on data integrity around SFDC, mobile apps, recordings and web based journeys have moved to center of conversations. Some groups have done a great job of hopping on event and field marketing and retooled for virtual based live events – it is very impressive.

M7: Do you think we will constantly be looking over our shoulders, and need to have a remote plan ready?
TR: 
My marketing teams have moved to more work at home over the past few years, especially at global companies. This sure comes in handy now. Digital marketing is also the lion share of all of our budgets so, especially in B2B, we should weather through but continue to judge on measurable value form our campaigns or marketing investments.  Moving forward, I thing entire marketing categories or mediums will shift, such as trade shows, outdoor, billboard, sport marketing, sponsorships – but I think those areas have been evolving anyway. I always insist that my team never put too much weight on any one medium, such as field events and that balance has paid off during times like now with Covid.

M7: What piece of advice would you give your younger self?
TR:
No one ever wakes up in the morning thinking about your career other than you. You will need to ask for what you want and promote yourself -  don’t be afraid to that. Also, trust your instinct and don’t be afraid of change. Change can be a good thing, really!

ABOUT INCORTA

Incorta is the only Unified Data Analytics Platform powered by Direct Data Mapping. Purpose-built to help companies stay ahead of the accelerating rate, volume, and complexity of modern enterprise data, the platform delivers unmatched speed and visibility. Incorta is built with open standards and integrates with cloud-friendly tools and platforms, making it easy to consolidate data in the cloud and extract meaningful insights. By making any data source continuously available for analytics, the platform helps data engineers, data scientists, data analysts, and business leaders make more accurate, timely, and transparent decisions with faster access to richer data sets. Backed by GV (formerly Google Ventures), Kleiner Perkins, M12 (formerly Microsoft Ventures), Telstra Ventures, and Sorenson Capital, Incorta powers analytics for some of the most valuable brands in the world. Visit www.incorta.com.

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New Hedge Fund Managed IT Trends Report Shows Industry Shift in IT Outsourcing and AI-Driven Services

Agio | September 16, 2022

Agio, a leading cybersecurity and managed IT provider for financial services firms, published its inaugural 2022 Hedge Fund Managed IT Trends Report today. The survey, conducted earlier this year, captures the opinions and perceptions of recent, current, and future technology management and information security programs, initiatives, and readiness from 100 hedge fund practitioners across the technology, operations, cybersecurity, and compliance fields. Survey respondents revealed that, coming out of the pandemic, firms are reevaluating their options with respect to in-sourcing versus outsourcing IT management. Looking ahead to the next two years, 89 percent of firms that currently in-source IT management said they are likely to allocate more spend to outsourced services. The driver behind this shift is a need for heightened security (54%), increased access to public cloud management and support expertise (46%), and more responsive end-user support (44%). 89% of firms that in-source IT management today said they plan to allocate more spend to outsourced services. Of those firms already outsourcing IT management, 91 percent said they are likely to switch providers. Among the largest hedge funds that currently outsource (funds with +$5 billion AUM), nearly two-thirds (64%) reported they were likely to change service providers in the next 24 months because their current vendor is unable to support a public cloud environment. In discussing how the managed service provider (MSP) model will change in the coming years, respondents predicted providers will employ artificial intelligence to remove service friction and increase service uptime (47%), as well as to enable support agents to be more responsive when issues do arise (47%). Most firms (51%) also predicted that MSPs will soon be measured and compensated by how well they limit break-fix issues versus how many issues they resolve. "Viewing IT management and security operations through a single lens is essential to our vision of delivering secure, reliable, and resilient information systems, We also agree with survey respondents that MSPs must evolve now or perish. We've made meaningful investments in AI-driven tools that empower our support agents to deliver better client service and improved system availability. That combination of human brilliance and predictive analytics is the future of managed services." Bart McDonough, CEO and Founder of Agio Other topics explored in this year's report include how firms are adjusting to the impact of new regulations; what steps firms are taking to ensure system uptime and information security while supporting a distributed workforce; and how the industry is shifting with respect to managing systems on-prem, in the cloud, and across multiple cloud environments. About Agio Agio is a hybrid cybersecurity and managed IT organization equipping the financial services and healthcare industries with next-generation cyber protection and technology support. Agio has extensive experience building, maintaining, optimizing, and securing IT infrastructure for the world's most prestigious client organizations. With more than 300 employees, our culture prioritizes frequent and timely communication to provide unrivaled, highly personalized service across all our solutions, including managed detection and response, 360° cybersecurity programs, virtual CISO (vCISO) support, technology hosting, monitoring, management, global service desk, desktop as a service, disaster prevention, and recovery. Agio is headquartered in New York, NY, with additional offices around the world.

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VIRTUAL DESKTOP STRATEGIES

OpsRamp Powers VSO’s Hybrid, Multi-Cloud Management Services

OpsRamp | September 15, 2022

OpsRamp, the digital operations management company, has partnered with Virtual Service Operations (VSO), a leader in hybrid and multi-cloud managed services, to power VSO’s virtual Service Quality Operations Division (vSQOD) Managed Services offering. VSO is using OpsRamp’s digital operations management platform for monitoring and alerting of hybrid and multi-cloud workloads and patching-as-a-service across its customer accounts. VSO manages a variety of technologies, both on-customer-premises and in public cloud environments, all unified in the OpsRamp platform. The OpsRamp multi-tier, multi-tenant SaaS-based platform allows VSO to monitor and manage Amazon Web Services, Microsoft Azure, IBM Cloud, VMware, Kubernetes, and much more from a single pane of glass. “The benefit of OpsRamp is that it goes across all of those different cloud environments and our on-premises footprint as well, We are able to monitor globally, by region, and by customer.” Laura Richardson, Chief Technology Officer of VSO VSO supports multiple environments 24/7 through its vSQOD service, using OpsRamp for alert handling, event correlation and escalation, integrated with Jira Service Management. Improved uptime, greater resiliency and security, and lower operational costs are all benefits customers have enjoyed from working with VSO, powered by OpsRamp. “It all starts in OpsRamp,” said Richardson. “We use OpsRamp as a clearinghouse for alerts, then after event correlation it feeds Jira with actionable tickets. We can quiet the noise so the tickets that hit Jira get immediate focus.” More than 60% of the vSQOD are veterans of the US Armed Forces. VSO founders Steve O’Keefe and John Birch launched the company at the start of 2018 with a veteran-centric mission propelled by their past experience working with highly-trained and adaptable service members. While some of vSQOD’s hires come to the firm with subject matter expertise in IT that they gained in the military, VSO offers transitioning service members with an interest in tech the opportunity to train with Skillbridge before separation from the armed forces. They can then advance their technical training through internal skill-mapping or partnership courses once in the field. “We hire veterans, train them in teams and deploy them in teams,” said Richardson. “More than 200,000 people exit the military each year, after having spent years in one or more of the US military’s 4000 schools. It’s a great pool of talent to draw from. Veterans work well in teams, have excellent leadership qualities, and thrive as IT professionals. VSO’s Managed Services are outstanding because of them.” “OpsRamp is honored to be the IT operations management platform of choice for VSO and support its mission of hiring and training veterans for careers in IT,” said Jim Lampert, vice president of global strategic accounts at OpsRamp. “OpsRamp helps MSPs to grow their business, improve customer outcomes and reduce operational costs.” VSO is one of several recent customer success stories OpsRamp has announced in the MSP space including: Liquid IT: Reduced alert noise by 95% resulting in lower mean time to detect and resolve incidents and increased service availability. Pinnacle Technology Partners: Reduced alert floods so they now only have to respond to critical events, allowing them to reduce mean time to repair, and automate high-volume, time-consuming IT operations tasks. WinWire: Reduced event noise by 90%, automated 70% of routine IT operations tasks and managed the same number of clients with 50% less staff effort. About OpsRamp: OpsRamp is a digital operations management software company whose SaaS platform is used by managed service providers and enterprise IT teams to monitor and manage their cloud and on-premises infrastructure. Key capabilities of the OpsRamp platform include hybrid infrastructure discovery and monitoring, event and incident management, and remediation and automation, all of which are powered by artificial intelligence. About VSO: Virtual Service Operations is a U.S.-based Managed Services and Engineering firm for infrastructure, cloud, and hybrid environments. Its military veteran workforce provides reliable, secure, and cost-effective solutions for companies in need of a flexible, affordable approach to hybrid architecture and data management.

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