Eduardo Conrado exemplifies the merging of marketing and technology; in January, he was named senior VP-marketing and IT at Motorola Solutions, after a six-year run as CMO. “Having responsibility for marketing and IT has made it an exciting and interesting year,” he said.
Conrado noted that traditionally the head of IT reports either to the CEO or to finance and operations. “If you do it that way, the focus is on cost containment or the back office,” he said. “We are seeing more and more focus for companies to be solutions-oriented, so the focus has to be on the customer.”
In working with the IT department, Conrado focused on four key areas this year: driving innovation through the use of new technologies; improving back-office systems, such as supply chain management; providing systems of engagement for sales, marketing and service; and developing collaboration systems for employees.
“For collaboration, we looked at all the tools we have and retooled all employee platforms across all hardware—desktops, tablets and smartphones,” he said. This effort included rolling out a social platform internally for collaboration; integrating social media with email; and looking at setting up a multi-user video platform within the company.
On the marketing side, Conrado said he put more emphasis on data architecture and analytics to provide more targeted, engaging content to customers and prospects. “We are using marketing automation to do better targeting on multitouch campaigns, and we're using social across all channels,” he said.
In addition, Conrado oversaw the launch of new ads in Motorola Solutions' “Rise” campaign, focusing on retail and public safety markets.
“We are still doing some print, and much more digital,” Conrado said. “We also continue to do experience-based marketing at our innovation centers and at trade shows around [customer] experiences.”
Another big push for Conrado this year was continuing to develop sales enablement tools, such as mobile apps for tablets and smartphones.