Today’s Chief Marketing Officer (CMO) has been trying to navigate the rapidly changing technology used across several platforms to reach the right customer at the right time. This week, Oracle is highlighting how its platform can assist in the endeavor to bring data to the marketer at its Oracle Marketing Cloud: Modern Marketing Experience in Las Vegas, NV.

Steve Krause, group vice president of product management at Oracle Marketing Cloud, was a guest on theCUBE, from the SiliconANGLE Media team today. He joined John Furrier (@furrier) and Jeff Frick (@JeffFrick), cohosts of theCUBE, to discuss how Oracle is enabling the concept of modern marketing.

Marketing challenges

“Product conversations are about ‘How do we make it real?’ Everybody can see the end point,” Krause said. “No one disagrees with the right message, for the right customer, at the right time. The issue is here to there. How do you get there?”

He continued by highlighting a key problem for marketers by saying, “It’s an Omni-channel world. People are interacting with brands wherever they choose. It can be a social channel; it could be on their mobile device or traditional desktop. The sad reality for companies is they’ve grown up serving each of those channels in a siloed way, so what you’ve got is a bunch of teams doing their own thing. What everybody agrees is you’re not going to get the right message at the right time to the right person if there’s no coordination among those various teams. We call that orchestration.”

Marketing from a new perspective

Krause feels that one of the benefits of having a marketing cloud is that you can bring the solutions together and make them work together. He noted that CMOs do not want to be in IT.

“One way we like to view it is how the CMO sees it. Every modern CMO woke up and thought it all made sense at the time,” said Krause. He explained that solutions were implemented incrementally and, at some point, CMOs discovered that they had 14 to 19 of these solutions to manage. Oracle is looking at what the CMO needs, and Krause believes that is a platform and a person to manage it while taking responsibility for success.

Marketing lessons in planning

When it comes to building your platform, Krause suggested working backwards from what your end goal is. He recommended starting with a use case. “Often people go wrong because they have no reference as to what they are going to do with this technology, and as a result they do build a solution that is capable of doing anything in theory but nothing in practice,” he stated.

Krause covered a variety of topics during the interview, including platform orchestration to enable the ecosystem . He also talked about mobile marketing and how you have a “micro-moment” to build a relationship with a customer and earn the next step.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by SiliconANGLE