Home > Companies > C-Suite On Deck > Q&A with Tara Ryan, Chief Marketing Officer at Incorta

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

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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Ingram Micro | December 12, 2023

Ingram Micro is enabling thousands of channel partners worldwide to do more with more as a Premier Amazon Web Services (AWS) Consulting Partner and an award-winning Geo and Global AWS Distributor Partner of the Year recipient. Demonstrating its deep and wide technical knowledge and professional services expertise, Ingram Micro has been honored by AWS with two high profile wins – 2023 Global Distributor Partner of the Year and North America Distributor Partner of the Year. Both awards recognize Ingram Micro for playing a key role in helping channel partners worldwide accelerate success and move businesses to AWS through all phases of complex migration projects, including discovery, planning, migration, and operations. The North America honor is a back-to-back win for team Ingram Micro. Announced during AWS re:Invent 2023, the Geo and Global AWS Distributor Partner of the Year Awards shine the spotlight on Ingram Micro’s high-performing team and continued investments in advanced AWS technical talent, professional services and cloud migration competencies. “Through a strategic alliance with AWS, Ingram Micro has played a pivotal role in empowering Keystone Technologies to take the lead in healthcare EHR data solutions,” says Andy Belval, Chief Revenue Officer, Keystone Technologies. “Ingram Micro’s expertise in cloud solutions, coupled with a dedicated relational partner approach, not only enhances their own business value but also significantly contributes to Keystone Technologies’ ability to deliver better outcomes and cost savings for our healthcare customers.” In 2023, Ingram Micro’s AWS business continued to grow with more and more partners leveraging Ingram Micro to progress through their AWS Partner Network (APN) journey. Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. Leveraging investments in technical, financial, and marketing resources, Ingram Micro helps customers run their businesses better and grow their technology practices faster. Ingram Micro operates in 59 countries and reaches close to 200 countries. We have approximately 26,000 associates committed to providing our more than 161,000 customers and 1,500 vendor partners worldwide with a superior experience. Our fully digital, AI-driven business platform, known as Ingram Micro Xvantage™, eliminates the friction of doing business in IT and allows our customers to have a more insightful experience both buying and managing technology. We are also fully committed to being a global steward with world-class ESG practices.

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