/// CIOs Brand Enterprise Social Tools as Most Overhyped Technology of the Year
It’s the end of the year, and that means a plethora of stories and lists with a lot of hyperbolic words like “hottest” or “greatest” in the headline rendering some kind of judgment on the prior 12 months. Usually I tend to avoid these stories because there are too many of them . But I was attracted to this one in part because of its balance of the cynical and the not-cynical, and by the source of the survey data: The CIOs of large corporations. It comes by way of Sierra Ventures, the enterprise-focused venture capital firm based in Palo Alto, Calif. For years that firm has maintained a network of about 70 CIOs at some of the world’s biggest companies, and has routinely sought their input on their needs from directly in the corporate IT trenches. Sierra has in turn allowed that advice to help guide its investment decisions and how it helps its portfolio companies grow. Recently it held its annual CIO Summit, and the time came to ask about 40 of those CIOs what was on their minds. The result was a simple survey with one key question: What were the most overhyped and underhyped technologies being hawked to large enterprises during the year? The answers were pretty clear and, at least in the overhyped category, close to unanimous. The most overhyped, in their view, were social tools aimed at the enterprise. This would include products like Jive, Microsoft’s Yammer, Salesforce.com’s Chatter, Moxie, VMWare’s Socialcast and a host of others. Their reasoning, as Al Campa, a partner at Sierra Ventures put it, was equally simple: “They don’t feel there’s any evidence for a return on investment or ROI,” he said. “It just didn’t move the needle for them when compared to other technologies they looked at.” It’s a kind of predictable answer where CIOs are concerned, but not chief marketing officers, or CMOs, said Tim Guleri, a managing partner at Sierra Ventures. “CIOs are all about controlling spending and driving down their costs and finding money to fund innovation elsewhere,” he said.
See the rest here:
CIOs Brand Enterprise Social Tools as Most Overhyped Technology of the Year
- 04/29/2016 • Home Depot’s CMO Trish Mueller Resigns After 5 Years in the Top Marketing Role
- 04/19/2016 • Put Away the Selfie Stick and Live Like a Local, Urges Airbnb’s New Campaign
- 04/12/2016 • This Media Network Is Taking Its Storytelling Directly to Advertisers
- 04/11/2016 • How 4 Multichannel Networks Plan to Attract Millennial Viewers