Oracle’s challenge was to break into an entrenched market with a new, better product. In Fortune 1000 companies, the Chief Information Officer (CIO) and the Chief Financial Officer (CFO) are the only people powerful enough to trigger a complete system overhaul. Oracle had to jointly appeal to their sometimes divergent priorities, so Starcom forged a partnership with CIO Magazine and CFO Magazine, known as “CIO2CFO.” By bringing two unrelated publications together, Oracle was positioned as the first Technology partner to facilitate the CIO/CFO conversation. The extraordinary results demonstrated how the program was a true “bull’s eye” in engaging Oracle’s C-Level target audience.
Oracle’s challenge was to break into an entrenched market with a new, better product. In Fortune 1000 companies, the Chief Information Officer (CIO) and the Chief Financial Officer (CFO) are the only people powerful enough to trigger a complete system overhaul. Oracle had to jointly appeal to their sometimes divergent priorities, so Starcom forged a partnership with CIO Magazine and CFO Magazine, known as “CIO2CFO.” By bringing two unrelated publications together, Oracle was positioned as the first Technology partner to facilitate the CIO/CFO conversation. The extraordinary results demonstrated how the program was a true “bull’s eye” in engaging Oracle’s C-Level target audience.