CMOs and CIOs battle for mobile strategy ownership

New report from Netbiscuits and Vanson Bourne finds CMOs are striving to attain more ownership of mobile Web strategy above their CIO counterparts, at the potential expense of customer experience

CMOs have become the aggressor in the c-suite battle with CIOs for ownership of mobile strategy to the potential detriment of customer experience, a new report claims.

According to the report produced by research firm, Vanson Bourne, and mobile solutions provider, Netbiscuits, 51 per cent of CMOs believe they should acquire more ownership of their organisation’s mobile Web strategy ahead of the CIO, with only 9 per cent seeing it as the CIO’s responsibility. In contrast, just 35 per cent of CIOs agreed.

Of the CMOs surveyed, 53 per cent cited the need to provide customers with a greater number of channels for interaction as a critical reason for owning mobile Web strategy. However, 30 per cent of c-level executives believed a joint approach between CMO and CIO was desirable, as did 23 per cent of CIOs. (infographic below)

At present, 71 per cent of CIOs participating in the survey have at least partial control of mobile Web strategy, compared with 48 per cent of CMOs. The responsibility was shared at 27 per cent of companies covered.

However, the report claimed CMOs aren’t yet ready for the responsibility, with only 50 per cent stating that testing is a critical or very important factor to improving mobile customer experience. This is despite the fact that other research indicates 76 per cent of consumers will leave a mobile website if it is hard to use, the report authors stated. In comparison, 74 per cent of CIOs said testing was critical where mobile Web strategy is concerned.

The latest report also found the conflict between CMOs and CIOs was driven by differing motivations. While the CMO is focused on improving aspects of the customer experience, the CIO is much more aware of the technical challenges in delivering some of the CMO’s requirements.

Eighty-six per cent of CIOs were also more concerned with the bottom line revenue improvement from improving sales via mobile platforms.

The findings are reminiscent of a c-level survey undertaken by Accenture Interactive, which found CMOs and CIOs still don’t trust each other even though they recognise the need for increased collaboration between the two sides. In that report, the consultancy group found one of the biggest challenges is the distinction between technology management and usage.

“Mobile Web strategy must be based on clear, common business objectives with targets defined in both the CIO and CMO areas,” said Netbiscuits CMO and COO, Daniel Weisbeck.

“The real battle to watch therefore is not between the CIO and the CMO, but whether a joint CMO-CIO approach or a dedicated function approach provides the best mechanism to align customer experience objectives with the technical challenges of delivering these goals. A successful combination of their approaches and motivations provides the real basis for an extremely strong mobile strategy.”

Currently, just 8 per cent of organisations surveyed have a dedicated mobile function within the business. The Vanson Bourne report was based on surveys of 300 CIOs, CMOs and other c-level executives in September across the US and UK, all from organisations with more than 100 employees.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

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 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in