CMOs and CIOs should join forces to win the mobile customer battle

Forrester senior advisor tells delegates at a IBM Connected Customer event that CMOs and CIOs must work collaboratively in the new age of customer obsession

CMOs and CIOs should form a joint ‘mobile council’ and pool their development efforts if they want to effectively tackle their customer’s mobile needs, according to one industry expert.

Speaking at IBM’s ‘The Connect Customer’ event in Sydney, Forrester senior advisor to CIOs, Tim Sheedy, compared the current state of mobile development to that of the Internet, where marketing teams initially controlled the website but increasingly required IT to deliver the back-end systems and support to meet customer demand and more interactive experiences.

“At present mobile apps are sitting in the marketing department but are not necessarily connected to those back-end systems,” he said. “IT meanwhile is already working on mobility. Those two strings of work are going on in parallel with very little touch.

“What you do with the customer’s trust when it comes to that device in their pocket will differentiate you from your competitors moving forward. Mobile is therefore an obvious area to bring IT and marketing together.”

Sheedy’s presentation focused on the importance of CMOs and CIOs working increasingly in partnership if they’re to succeed in the age of the customer. To do this, he identified people, process and technology as the three key elements in improving that working relationship and driving competitive advantage in the next digital decade.

The ‘people’ aspect should involve merging at least some of the IT and marketing teams and combining skill sets that drive customer experience. Sheedy recommended CIOs and CMOs focus on key joint areas, restructure or at least co-locate their teams, work on developing a core skills matrix, and have shared accountability around customer experience.

As an example, Sheedy pointed out the CIO and CMO of US-based retailer SuperValu now sit across a joint team, share budget responsibility, have adopted a matrix reporting style and embrace agile methodologies. At FedEx, the IT and marketing teams have co-located around the customer experience piece and jointly provide expertise to the rest of the freight company’s business units. This includes a joint ‘website experience war room’ where they monitor web and customer analytics with the aim of acting on any degradation of service before potential issues become a serious problem.

In the case of processes, Sheedy advised the c-level counterparts to embrace agile methods to speed, rethink their governance strategies, and plan for “fast failures”. On the technology front, the gap between IT and marketing lies around getting a single view of customers and interactions across all touchpoints.

“IT can’t do this alone – they need marketing’s support to analyse the customer requirements and do things at the speed those customers need or want,” Sheedy told delegates. “This also comes down to mastering the data flow and customer value.”

According to Sheedy, “customer obsessed” organisations are gaining the biggest competitive differentiator and that requires marketing and IT to join forces.

“Marketing needs to be heavily wedded to the IT department,” he added.

More on the CMO/CIO relationship:
Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

Sign in