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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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.

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