AdAge - Drew Neisser – 5/17/17
[Ed. Note: CMO Spotlight features an interview with Lauren Flaherty, EVP and CMO, CA Technologies]
When you spy the occasional B2B ad campaign that is both surprising and relevant, veterans of the trade can't help but wonder, "Why wasn't that new 'organ' rejected by the corporate body?"
To answer this question, it helps to spend time with the top marketing surgeon (aka CMO). In the interview below, Lauren Flaherty, CMO at CA Technologies, helps dissect the strategic thinking behind CA's new global campaign, "The Modern Software Factory." In the process, her diagnosis identifies several truths that other marketers would be wise to take to heart.
Talk about your new campaign.
"The Modern Software Factory" is a way of framing how CA can help guide companies through their digital transformation. Over the last couple of years, we've been talking about the application economy and all of its promise. What we came to appreciate is that people understand it, but they struggle with how to get there. For example, customers need to be agile, they've got to get apps to market more quickly and securely, they desperately need insights from data. "The Modern Software Factory" is not a show floor for us; it's actually where we can ask customers: Where's your pain point? Where do you see your opportunity? And then we can demonstrate that we have the software that can help. [View new ads here and here.]
What was the genesis of this idea?
The genesis was a book written last fall by our CTO and a number CA's presales team members called "Digitally Remastered." Their insight came from years of working with customers and seeing the best practices for what we call in the book, "A Blueprint for Your Modern Software Factory." It comes from real customer data and insights, and it's a very pragmatic approach to how you proceed on the digital transformation journey.