"A broad focus on digital customer experiences carries great risks for your firm: too much experimentation for not enough return; too much duplication and waste; and too little use of data to drive and measure business results," analysts John Rymer and Stephen Powers wrote.
To avoid problems, application developers inside corporations have to work closely with marketers, who today tend to "call the shots," they added. "Worse, interactive marketing pros see [application development] pros as obstacles to great results."
Hurd plans to paint a picture of Oracle's strategy that speaks to a variety of business roles, according to Lye.
"The idea is for Mark to explain the business challenges and the conversations he has had with CEOs and CMOs, as well as the IT challenges he sees with CIOs, and talk about how those kinds of conversations led us to this strategy," Lye said.
Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris's e-mail address is Chris_Kanaracus@idg.com