The Inner Circle That Supports The CMO’s Role As #1

According to today’s Marketo blog post, the CMO is poised to play the most important role in company strategy. The post makes the case that customers are “reaching out to companies later and later in their decision-making cycle.” As a result, perceptions that impact buying behavior are made long before a company has any direct contact with the customer in the sales process.

This makes social media, digital, mobile marketing and PR key drivers in the customer buying decision and sets the CMO up to be in the best position to drive revenue. Sounds important to me.

With the CMO taking the role as the key customer advocate, who are the collaborative colleagues needed to drive effective strategy?

The Brand Methodology Consultant 

With brands now largely built and supported within the domain of the communications and PR world – social media, digital and mobile, the expertise of these professionals should be brought in early in the process. Conceptual brands that are built from the bottom up, with the depth needed to support meaningful micro-content, are the most likely to be successful when it comes time for execution.

Successful conceptual branding requires multiple layers in order to be useful by communications professionals. A brand methodology that supports real-world usage is important and is best facilitated by an outside consultant that has a refined process and methodology.

The Visionary

It is critical to consider the long-term vision and direction of the company in order to create brand materials that don’t compete with the goals of the future. As such, the CEO, as the keeper of the company’s vision, should be incorporated into the brand team.

The Competitive, Product & Technology Expert

Brand building requires reflection on the reality of the company and its capabilities to deliver — or the brand won’t stick. This makes the CMO and CTO partnership increasingly important. The CTO should take the role of understanding the reality of the product’s capabilities in relation to industry perspective. What is truly differentiated from competitors? What does the competitive offering look like? Where are the holes? What is our company’s strategy to build products that set us apart?

The Influencer & Industry Gatekeeper Expert

In some companies, the Chief Communications Officer (CCO) role is owned by the CMO. If this is a separate role in your company, the CCO is critical to developing the communications messaging and positioning structure that will break through the competitive barriers and set the company up for success. In the digital marketing world, structuring communication frameworks to support real-time usage is increasingly critical. In most companies of any size, there is also a senior outside communications and PR consultant that brings influencer and gatekeeper expertise to the table. Incorporating this team will make sure your brand can overcome industry noise. How will it be challenged? Will it be accepted?

The Front Line

The age-old competition between marketing and sales is sure to increase with the landscape moving the sales person’s role later into the sales cycle. Even if the CMO’s role is increasingly important, the front line is still responsible to directly interact with the customer and close the sale. Supporting the front line function will now require a more integrated effort between sales, business development and marketing with social selling and one-to-one social media engagement happening early in the sales cycle. Frontline feedback on first customer interactions can help determine how the digital programs are performing to open doors.

It is an exciting shift in times for CMOs seeking new challenges and any person with a role in the CMO’s inner circle. The companies that will compete and win in this rapidly changing environment will be the ones that quickly adapt to this new environment and engage all the key players in the new customer lifecycle engagement environment. Are you ready for the shift?

10GbE Optical LAN Capability on Display at BICSI Winter

Thanks to the demand for high-bandwidth applications, enterprises need a LAN that can support the “connected everything” era. The traditional copper LANs simply can’t keep up with this.

Luckily, Tellabs’ fiber-based solution, Optical LAN, delivers the bandwidth that companies need today and in the future. To support this, Tellabs announced this week that it is demonstrating its 10 Gigabit Ethernet (GbE) Optical LAN capability at BICSI Winter.

Currently available in Tellabs’ lab, the 10GbE Optical LAN will provide symmetrical capacity of 10Gbps in upstream and downstream directions. The company will enable a migration path to 10GbE that minimizes impact to existing users and leverages the existing architecture.

Read more about the 10GbE demonstration here. If you’re at BICSI this week, be sure to check out Tellabs’ demonstration at booth #516.

Tellabs to Demonstrate Its 10GbE Optical LAN Solution at BICSI Winter 2015

Company takes on the evolving bandwidth demands and enables seamless migration to 10GbE

 ORLANDO – February 23, 2015 – BICSI Winter Conference and Exhibition 2015 booth #516 – Tellabs, a leading provider of passive optical network (PON) solutions, is showcasing its 10 Gigabit Ethernet (GbE) Optical LAN capability at the BICSI Winter Conference & Exhibition, booth #516. The next-generation Optical LAN solution, developed by Tellabs’ engineering lab, demonstrates Tellabs’ technology is truly future-proof and ready to meet the evolving network needs of an enterprise.

As the need for high-bandwidth applications grows, the traditional copper-based LAN technology cannot keep pace. Unlike the traditional option, fiber-based Optical LAN delivers the bandwidth companies need today and in the future via an infrastructure that is more simple, secure, stable, scalable and sustainable.

Tellabs’ next-generation 10GbE Optical LAN technology will provide symmetrical capacity of 10Gbps in both upstream and downstream directions. Tellabs will also enable a graceful migration path to 10GbE that minimizes impact to existing users and leverages the existing architecture. The next-generation technology is currently showcased at Tellabs’ engineering facility in Dallas.

“With the 10GbE capability of our Optical LAN technology, Tellabs adds another chapter to our pioneering achievements and proves our dedication to shaping next-generation Optical LAN technologies,” said Mike Dagenais, CEO of Tellabs. “The demonstration at the BICSI Winter event shows that we’re ready to meet our customers’ evolving connectivity needs, with no network infrastructure rip-and-replace required.”

In addition at the event, Michael Wilson, RCDD and solutions sales manager, will participate in the conference via a presentation titled “Healthcare ICT Trends & Innovation: Passive Optical LAN (GPON) for the New Era,” scheduled for 10:30am on Wednesday, February 25. He will be joined by Darren Vican, RCDD, OSP, VP and global service leader for RTKL’s Technology Design Studio.

About Tellabs

Tellabs delivers technology that transforms the way the world communicates. Tellabs evolutionary passive Optical LAN empowers the building of a modern high performance LAN infrastructure that is simple, secure, stable, scalable, sustainable and costs less.

http://www.tellabs.com

Association for Passive Optical LAN to Lead a Training Seminar and Hold Annual Meeting at BICSI Winter 2015

Energized by escalating technology adoptions, the APOLAN and its members will showcase the successes of the technology

ORLANDO, February 23, 2015 – BICSI Winter Conference 2015 booth #1331 – The Association for Passive Optical LAN (APOLAN), a non-profit organization that is driving adoption and educating the market about the advantages of passive optical local area network (LAN), is showcasing its’ growing successes and leading a training seminar at this week’s BICSI 2015 Winter Conference & Exhibition in Orlando. In addition, the APOLAN will hold its annual members meeting at the event.

Unlike the traditional copper-based LANs, fiber-based passive optical LAN technology drives down costs, improves security and provides a flexible, nearly future-proof LAN infrastructure for modern high-performance buildings and campuses. To provide attendees with an overview of the passive optical LAN technology’s value proposition, architecture, design and powering, the APOLAN will lead a two-day training seminar. The seminar is taking place on February 22 and 23 from 9:00 a.m. to 4:30 p.m. at BICSI 2015 Winter Conference. By attending the complete seminar, attendees will receive 12 Continuing Education Credits (CECs).

The APOLAN will also hold its annual meeting for members in conjunction with the BICSI conference on February 25 at 1:00 p.m. at the Orlando World Center Marriott Resort & Convention Center. All members are welcome to join the event to hear about the successes from 2014 and plans for 2015.

The APOLAN will discuss the technology and its benefits at booth #1331.

“Through our education efforts and our members’ success stories, we saw a tremendous increase in the adoption and acceptance of passive optical LAN in 2014,” said Jeff Jones, director, APOLAN. “Our active involvement with the BICSI 2015 Winter Conference and the annual members meeting enables us to continue to enlighten the industry about passive optical LAN as the ideal solution for high-performance enterprise networks.”

For more information, or to apply for membership, please visit our website: http://www.apolanglobal.org

About The Association for Passive Optical LAN (APOLAN)

The Association for Passive Optical LAN is a non-profit organization that is driving adoption, and educating the market about the technical and economic advantages of Passive Optical LAN technology. Through its members comprised of manufacturers, distributors, integrators, and consulting companies actively involved in the marketplace, the Association hopes to help design engineers, architects, building owners, CIOs and IT departments succeed with Passive Optical LAN. For more information visit http://www.apolanglobal.org/

Association for Passive Optical LAN Expands Membership and Advocacy Efforts into Europe

The Association addresses the growing demand for passive optical LAN in Europe with the creation of its European Committee

ORLANDO, February 23, 2015 – BICSI Winter Conference 2015 booth #1331 – The Association for Passive Optical LAN (APOLAN), a non-profit organization that is driving adoption and educating the market about the advantages of passive optical local area network (LAN), today at BICSI Winter Conference publically announces the formation of its European Committee. Through the Association, this new committee will expand local design, development, manufacturing, distribution, sales and installation expertise to entities in Europe who are choosing to replace copper-based LAN with passive optical LAN.

As high-performance networks are needed to support higher bandwidth usage, traditional copper-based LANs simply can’t offer the functionality and security that is crucial in the 21st century. The primary objective for the European Committee is to advocate for the benefits of passive optical LAN, including money, energy and space savings, and educate the LAN industry about the global adoption of passive optical networks. It will also recruit new member companies that share the common goal of promoting a fiber-based LAN infrastructure that meets the technology needs of today and the future.

“Since day one, European companies have expressed a strong interest in passive optical LAN and this local committee satisfies that demand for knowledge and action,” said Dave E. Cunningham, president of the APOLAN. “We expect that the bi-directional collaboration between our experienced North American advocates and the specialized European experts will accelerate the adoption of passive optical LAN in these countries.”

For more information, or to apply for membership, please visit our website: http://www.apolanglobal.org

About The Association for Passive Optical LAN (APOLAN)

 The Association for Passive Optical LAN is a non-profit organization that is driving adoption, and educating the market about the technical and economic advantages of Passive Optical LAN technology. Through its members comprised of manufacturers, distributors, integrators, and consulting companies actively involved in the marketplace, the Association hopes to help design engineers, architects, building owners, CIOs and IT departments succeed with Passive Optical LAN. For more information visit http://www.apolanglobal.org/

Top Four Sessions to Attend at HTNG 2015

The Hotel Technology Next Generation (HTNG) 2015 North American Conference is next week. Attendees include technology buyers, industry experts and high-level management from across the globe. The conference serves as a hotspot for hospitality technologists to discuss the latest research and trends in hotel IT, infrastructure and networks.

Though the event encompasses four days of tech talks, roundtables and strategy dialogues, here are the sessions that we’re most excited for:

Where do you think the future of hotel technology is headed?

CSI: Crystal Ball Gazing Time

South African Network Operator Strengthens National DTT Network

This June marks the deadline to migrate from analog to digital television in South Africa. The switch imposes new challenges for operators on the quality of service (QoS) needed to handle the mission critical characteristics of national TV distribution. This means operators switching from analog to new digital infrastructures will experience increased capacity requirements.

Anticipating the increased requirements, South Africa’s state-owned transmission network operator, Sentech, selected Net Insight’s Nimbra media switch routers (MSRs) to deliver contribution services and distribution for its national digital terrestrial TV (DTT) network – the second largest in Africa. By opting for Net Insight’s solution, Sentech will benefit from uncompromised QoS and content integrity in its new DTT network, allowing it to combine native video/audio service transport capabilities with carrier-class Metro Ethernet switching.

Further details on this partnership can be found here.

Advanced Television: South Africa’s Sentech opts for Net Insight