Traditional marketing organisation structures are failing touchpoint innovation. With marketing teams largely organised by channels such as search, display, social, and customer care, there is little incentive to think laterally about problems and opportunities across the group.
Emerging touchpoints often redefine and cross channel boundaries, which can quite quickly cause problems for teams with restricted views, budgets, and personnel. Take the emerging touchpoint of interactive video, for example, which turns video content into a microsite and has implications on eCommerce, search engine tactics, social, and content marketing. Aside from process and budgeting issues, many brands find that staff members who have worked together for years find it difficult to break out of their habits when asked to embrace and drive the 'new'.
So what does this emerging touchpoint talent look like? Along with core qualities of entrepreneurial drive, creativity, and the ability to work flexibly across direct and virtual teams, there is also a skills profile that suits this multifarious role. Emerging touchpoint staff members have a wholly different profile from staff members in your ROI-driven, core marketing machine, who typically have a single specialism. In 1991, Tim Brown, the CEO of Ideo, described this flexibility as a T-shaped skill set. While he intended it to be used for collaboration across roles, it's also a useful way to think about a broadening of functional skills, resembling more of an "M" shape. See the figure below for an illustration of this new balance with greater emphasis on multiple skills.
What happens in Vegas shouldn’t stay in Vegas. I was out at BlackHat with other members of the Forrester team over a week ago (seems like yesterday!). It was two jam packed days of popping into briefings, guzzling copious amounts of green tea, and meeting new people and learning new things. In general, I like to keep an eye and ear out for startups to see what’s bubbling up, and came across a few at BlackHat:
Co3 Systems. Co3 Systems* help to automate the four pillars of incident response (prepare, assess, manage, and report) and break down responsibilities and response to ensure best practices are followed along with compliance with regulatory requirements. They just updated their security module to include threat intelligence feeds from iSIGHT Partners, AlienVault, Abuse.ch and SANS, and recently rolled out an EU data privacy and breach notification update to the product. I’m a numbers nerd, so when they let me play with the solution, I immediately started running simulations that estimated the cost of a breach.
FileTrek. FileTrek provides visibility and transparency into where data resides, how it’s being accessed, moved, used, changed, and shared between people, devices, and files. No, it’s not DLP. It’s more like the mother of all audit trails that takes context and sequence of events into account. That way, if someone who is supposed to have access to data starts to do things with it beyond what they normally do, FileTrek will flag it as suspicious activity.
Keeping up with the threat and IT landscape, looking ahead to future technology and disruptive technologies, and keeping up with the regulatory landscape to identify what it means to your organization is no small task. It’s also not a technology issue, but one that involves your most valuable asset: people. S&R pros, call it maintaining your security edge: keeping skills fresh, encouraging new ideas to flow, and preventing the security group from getting stale and set in their ways and habits. Fail to invest in your people, and an exodus of talent will the least of your concerns as a new type of internal threat is born. A security team and an organization that maintains their security edge will be better equipped to protect the organization and its assets through better decision making at all levels.
I’m kicking off research on this topic in the coming weeks, and would love to hear what you think it means to maintain your security edge. My initial ideas approach the topic from three angles:
Individual security contributors. These are the folks that need to keep their skills fresh and network with peers. Consider opening up opportunities for them to take continuing education courses, achieve certifications, or attend conferences. Encourage participation in online communities or social networks to connect with peers.
The security group as a whole. This is where group think may occur, and lead to less than optimal decisions, especially if there hasn’t been much focus given to the development of individual security contributors. Bringing in new blood and a fresh perspective with an external advisor can be beneficial. Or, perhaps, engage in information sharing with other organizations where appropriate.