CIOs and CMOs Must Work Together to Satisfy Customers

Forrester Research highlights need for better IT and marketing links in the age of customer centricity

The strained, dysfunctional relationship between CIOs and marketers can be overcome, in part by rallying around the customer. After all, we're in an age that requires IT and business people to put aside their differences in order to bring business technologies to bear that will win, serve and retain customers.

At least this is the key finding in a new report by Forrester Research. "The age of the customer places new demands on organizations, requiring changes to how they develop, market, sell and deliver products and service," the report says. "IT and business teams frequently inhibit successful digital experience execution by failing to work cooperatively."

Related: What Do CMOs and CIOs Really Think of Each Other?

Forrester relates how a consumer packaged goods company became mired in the IT-business conflict, and in so doing lost focus on delivering a connected customer experience. Tired of waiting for IT approval, the digital marketing team took a go-it-alone mentality and bought a software-as-a-service app for content management, ignoring a sizable investment already made in a legacy Web content management system controlled by IT.

Related: CMOs Must Expand Their Tech Skills in the Digital Marketing Era
CMOs and CIOs still don't trust each other

By doing an end-run-around IT, business units don't realize that IT will not be in a position to support the business technology when it breaks or requires customization. Even worse, the Forrester report says, rogue business technology "leads to an inconsistent digital experience delivery over the long term, when technology management professionals actively manage some digital customer experience applications but not others."

Related: Are CIOs Destined to Work for the CMO?

Forrester offers five ways IT and business can work together and avoid such scenarios:

If CIOs need to add to their agenda to include business technology, while still maintaining internal operations, IT could be overwhelmed and even slower to respond to business needs. That's why Forrester suggest CIOs improve the speed of digital marketing by selectively outsourcing.

"In the age of the customer, there's no room for intracompany turf wars, competing agendas and distrust among those who should be allies, especially in the symbiotic roles across technology management and the business," the Forrester report says.

Tom Kaneshige covers Apple, BYOD and Consumerization of IT for CIO.com. Follow Tom on Twitter @kaneshige. Follow everything from CIO.com on Twitter @CIOonline, Facebook, Google + and LinkedIn. Email Tom at tkaneshige@cio.com

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

More Videos

More Brand Posts

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...

Harry

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Its a informative post thanks for sharing

Galaxy Education

The people and process smarts needed to excel in omnichannel retailing

Read more

Blog Posts

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Post-Pandemic Business Playbook: An Opportunity Unlike Ever Before

Covid-19 created a shift in the customer and economic-based reality unlike anything most of us have ever experienced. Customers have changed from routinised pre-pandemic shopping behaviours to frequently purchasing new brands and suppliers.

Ofer Mintz

Associate Professor of Marketing, UTS Business School

Sign in