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

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.

More C-Suite on deck

'We treat information as a critical business asset,' says Vanessa Eriksson, SVP, Chief Digital Officer at Zenseact

Media 7 | November 15, 2021

We had the opportunity to interview the data-enthusiast and the former first Chief Data Officer in Sweden, Vanessa Eriksson, SVP, Chief Digital Officer at Zenseact and Board Member at Fidesmo, where she explored the different features of the autonomous vehicle. Read on to find out more about the Zenseact protects critical business and company information.

Q&A with Cameron Worth, CEO & Founder, SharpEnd

Media 7 | April 22, 2020

Cameron Worth, CEO & Founder of SharpEnd leads the company’s mission to help brands move closer than ever to consumers by connecting packaging, retail and experiential activity. He is a regular speaker and writer on how to build brands in a connected world. He has spoken at Cannes, the Festival of Marketing, LuxePack Monaco and New York, Ad:Week Europe and New York, DMA, the Connected Consumer Conference, Mobile World Congress and the IoT World Forum. MEDIA 7: How did the idea of “the agency of things” come to your mind? CAMERON WORTH: SharpEnd was created in 2015 as the world’s first Internet of Things focused agency, so there is a slight play on words when we say we’re the Agency of Things. I think the idea of giving things their own agency is an interesting concept, and the strapline fits our capabilities on multiple levels. M7: In what way does technology drive the association of SharpEnd with global brands? What approaches are followed to enable sustainability? CW: Our simple proposition is to help build brands in a connected world, and to do that you must always start with identified consumer needs or pain points and look at technology as just an enabler to deliver an appropriate solution (when appropriate). Take the issue of sustainability, which is often a pain point for brands that grapple with issues such as how we can reward sustainable behaviour change. One of our approaches to this could be to look at communicating the recycling credentials of the different products. Whilst the consumer can engage with a product as part of a wider consumer experience, the same technology could also house content that could tell you whether the product is recyclable, which type of bin it goes in etc. SharpEnd’s work with Unilever is a case in point. We built a digital product that incentivised recycling through gamification but also served to educate through informing people how and where to recycle in a clear fashion. All users had to do was simply scan their packaging to have all this information at their disposal.

Q&A with Rachel Gabato, COO at ripe.io

MEDIA 7 | March 9, 2020

Rachel Gabato, COO at ripe.io is a highly experienced and proven Product Management executive and advisor with experiences in designing, developing and delivering enterprise SaaS solutions for start-ups, mid-size and large companies. I have demonstrated success is managing solutions across all stages of the software lifecycle. Deck 7: What is your favorite part of working at ripe.io? RACHEL GABATO: My favorite part of working at ripe.io is the diverse background of people that ripe.io has brought together. We’re a blockchain technology company with a mission to build long-lasting trust and confidence in our food supply chain through a platform where everyone can access transparent and reliable information on the origin, journey and quality of their food. Our co-founders originate from the fintech space, so they were very familiar with blockchain as a technology. They assessed multiple industries and identified the food supply chain as a industry which could be transformed by leveraging this technology. I didn’t have any knowledge of agriculture and the food supply chain, but I had a background in retail supply chain technology. However, we also have food scientists, data scientists, farmers, sustainable agriculture specialists, flavor specialists, blockchain technologists on staff; it’s a diverse group that has their own specialty but when we have ideation sessions, the education and sharing that happens is tremendous. This is one of my favorite parts of ripe.io – seeing us all educating, supporting and working together to work on our common mission. If you would have asked me two years ago if I would be visiting farms, I would have said no. However, much has changed, and I’ve been on hog farms, produce and citrus farms, sugar cane farms, etc. and visited all participants involved in the supply chain. I find this space incredibly fascinating and interesting. I now have a much better understanding where food comes from, how it gets to us, how it’s grown and handled. I’ve learned a tremendous amount from our team and it’s the intersection of technology and solving the challenges of the food supply chain which I’m incredibly passionate about.

'We treat information as a critical business asset,' says Vanessa Eriksson, SVP, Chief Digital Officer at Zenseact

Media 7 | November 15, 2021

Q&A with Cameron Worth, CEO & Founder, SharpEnd

Media 7 | April 22, 2020

Q&A with Rachel Gabato, COO at ripe.io

MEDIA 7 | March 9, 2020

Operations, Supply Chain, Transportation

CPKC Joins RailPulse Coalition Driving Innovation in Railcar Telematics

PR Newswire | February 02, 2024

Canadian Pacific Kansas City (CPKC) today announced its membership in the RailPulse Coalition. RailPulse, founded by a dynamic consortium of forward-thinking railcar owners, is working to develop, broaden and accelerate the use of GPS and other telematics technologies on railcars that increase safety, efficiency, and visibility across North America's freight rail industry. CPKC becomes the third Class I railroad and 10th member of the coalition, joining Bunge North America, GATX, Genesee & Wyoming Inc., Norfolk Southern Corporation, Railroad Development Corporation, The Greenbrier Companies, TrinityRail, Union Pacific Railroad, and Watco Companies LLC. "We are pleased to be a part of RailPulse and to contribute to accelerating adoption of railcar telemetry in North America," said John Brooks, CPKC Executive Vice President and Chief Marketing Officer. "This collaboration aligns with our commitment to innovation and will play an important role in modernizing our customer experience and provide benefits to the entire supply chain by advancing safety and improving operations." The key objectives of RailPulse include: Industry Wide Telematics Infrastructure: The initiative facilitates collaboration among industry players by creating a secure, trusted, standardized, and vendor neutral railcar telematics infrastructure that spans the entire North American freight rail industry. Data-Driven Transformation: By building an information infrastructure that harnesses data from GPS and railcar-mounted sensors and prioritizing data standardization and storage in the cloud, RailPulse focuses on delivering actionable insights enabling enhance service levels, visibility, safety, sustainability, and productivity. Enhanced Service through Visibility: Through RailPulse, the integration of telematic sensors on railcars enables the generation of valuable data, empowering shippers with real-time visibility of railcar and goods movements to make informed decisions and optimize their operations. "We welcome CPKC to the RailPulse Coalition. Together, we will drive transformative change in the rail sector by combining our strengths and fostering a culture of innovation," said David Shannon, General Manager of RailPulse. "This partnership underscores our commitment to shaping the future of rail transportation." Response from RailPulse Members: "The Board of RailPulse is very excited to welcome CPKC," said Mike McClellan, RailPulse Board Chair and Sr. VP &Chief Strategy Officer at Norfolk Southern. "CPKC brings a breadth of railroading knowledge to the table, and the insights that CPKC will be able to contribute from operating in 3 countries will be invaluable as we drive RailPulse to serve all of North America." Forward looking information This news release contains certain forward-looking information and forward-looking statements (collectively, "forward-looking information") within the meaning of applicable securities laws in both the U.S. and Canada. Forward-looking information includes, but is not limited to, statements concerning expectations, beliefs, plans, goals, objectives, assumptions and statements about possible future events, conditions, and results of operations or performance. Forward-looking information may contain statements with words or headings such as "financial expectations", "key assumptions", "will", "anticipate", "believe", "expect", "plan", "should", "commit", "outlook", "guidance" or similar words suggesting future outcomes. This news release contains forward-looking information relating, but not limited, to statements about future technology and the potential for telematics technologies to increase safety, efficiency, and visibility across North America's freight rail industry and CPKC's expected benefits from such future technology. The forward-looking information contained in this news release is based on current expectations, estimates, projections, and assumptions, having regard to CPKC's experience and its perception of historical trends. Forward-looking information involves many inherent risks and uncertainties that could cause actual results to differ materially from the forward-looking information, including but not limited to the factors that are detailed from time to time in reports filed by CPKC with securities regulators in Canada and with the U.S. Securities and Exchange Commission (SEC) in the United States. Reference should be made to "Item 1A - Risk Factors" and "Item 7 - Management's Discussion and Analysis of Financial Condition and Results of Operations - Forward-Looking Statements" in CPKC's annual and interim reports on Form 10-K and 10-Q. Any forward-looking information contained in this news release is made as of the date hereof. Except as required by law, CPKC undertakes no obligation to update publicly or otherwise revise any forward-looking information, or the foregoing assumptions and risks affecting such forward-looking information, whether as a result of new information, future events or otherwise.

Operations, Warehousing and Distribution

LA Kings Partner with Lexani Performance Tires

PR Newswire | January 26, 2024

Turbo Wholesale Tires, and two-time Stanley Cup Champions, the LA Kings have announced a powerful brand partnership. As part of the multi-year agreement, brokered by AEG Global Partnerships, Lexani Performance Tires will become an official partner of the LA Kings, reaching millions of passionate sports fans. As an official partner of the LA Kings, Lexani Performance Tires will have the unique opportunity to engage fans each week during the season as a presenting sponsor of the LA Kings "Game Preview," which will appear on the team's official social channels. Lexani Performance Tire will also benefit from in-arena signage via dasher boards and scoreboard branding during all LA Kings home games at Crypto.com Arena. "We are proud to partner with the LA Kings and their global fanbase," said Phillip Kane, CEO of Turbo Wholesale Tires. "The Kings have a strong international brand and passionate following, we look forward to introducing their supporters to Lexani Performance Tire products." Turbo Wholesale Tires has been a trusted tire supplier, leading the industry with a strong emphasis and understanding of the independent tire dealer. Turbo Wholesale Tires has evolved into a national and international supplier of its proprietary brands, Lexani Performance Tire, RBP Tires and Lionhart Tires. With nearly a million square feet of warehouse space nationwide, Turbo Wholesale Tires continues to exceed the needs of its tire customers. "We are honored to be teaming up with Lexani Performance Tires," said Josh Veilleux, senior vice president, AEG Global Partnerships. "This collaboration not only brings a renowned tire supplier into our Kings family, but also introduces new ways for our fans to interact with its brand. We look forward to the positive impact this new partnership will bring to the team, Lexani Performance Tires and our incredible community of fans."

Logistics, Supply Chain, Transportation

AIT Worldwide Logistics Acquires Global Transport Solutions Group

Business Wire | February 05, 2024

AIT Worldwide Logistics, one of the world’s leaders in global supply chain solutions, has acquired Global Transport Solutions Group (GTS), a prominent international freight forwarder specializing in time-critical marine spare parts logistics. Headquartered in the Netherlands, GTS and its more than 600 teammates across 16 locations in Asia, Europe, the Middle East and North America, serve over 2,000 ports around the world. The GTS network also includes nine consolidation hubs totaling more than 45,000 square meters of warehouse space. AIT Chairman and Chief Executive Officer, Vaughn Moore, said, “I’d like to welcome our new GTS teammates to the global AIT network. This is the largest acquisition in our company’s history and GTS’ marine spare parts business is an excellent complement to AIT’s time-critical supply chain solutions.” The company’s business is divided into two sub-brands: Marinetrans (founded in 1991), excelling in “door-to-deck” spare parts logistics for ship owners and managers, and Best Global Logistics (founded in 2007), providing time-critical solutions and general forwarding for other industries, including life sciences shippers. According to AIT’s Chief Business Officer, Greg Weigel, the acquisition provides the company with new geographic presence in Greece, Japan and the Nordic region while adding significant capacity and subject matter expertise to existing AIT networks in China, the Netherlands and Singapore. The deal also provides a strong foundation to expand GTS’ world-class marine spare parts solutions via AIT’s expansive global freight network. “The acquisition of GTS creates an incredible portfolio of solutions serving the maritime industry with delivery of time-critical spare parts across all geographies. This is a perfect complement to AIT’s vertical strategies focused on expedited mission-critical services like our Critical Solutions Group, government and AOG team, and Life Sciences Division,” Weigel said. “We plan to rapidly invest and expand GTS’ North American operations by capitalizing on AIT’s robust salesforce in the United States and offering maritime customers a world-class spare parts logistics solution in every port.” AIT President and Chief Operating Officer, Keith Tholan, noted that the GTS core values – customer first, operational excellence, and partnership and collaboration – closely mirror AIT’s core values. “We are delighted to welcome GTS teammates to AIT,” Tholan said. “Their deep marine logistics expertise and three decades of proven on-time performance in a very demanding segment will complement the diverse solutions we offer across our vertical sector strategy. We also expect our best-in-class global air freight procurement will instantly benefit their time-critical operations.” According to GTS co-CEO John Burgstra, the acquisition is an opportunity for GTS to further expand their worldwide operations. “We aim to provide our clients an unrivaled experience when it comes to global visibility, transparency and on-time performance, fully unburdening them of the required logistical handling of their vessels’ spare parts,” he said. “We are excited about becoming part of a larger group and the global development opportunities this acquisition will provide for our teammates.” “Because of the highly fragmented and international nature of our clients’ requirements, they need a trusted partner with a vetted and effective global network,” added GTS co-CEO Vegard Prytz. “GTS will gain enormous benefits from leveraging the global AIT infrastructure, creating an even more integrated and seamless solution for clients around the world.”