CMO-CIO relationship is improving; technology union has a way to go

New Forrester and Heidrick and Struggles report into into the chief marketing officer's evolving role finds more CMOs value the relationship with CIOs, but less than half share a common vision

CMOs are increasingly recognising the value of a strategic partnership with the CIO yet less than half share a common vision of how marketing and IT should work together, a new report claims.

The Evolved CMO in 2014 report by Forrester and Heidrick and Struggles found 62 per cent of CMOs surveyed globally believe the CIO is a strategic partner in meeting corporate goals, yet only 29 per cent partner with their IT counterpart when procuring marketing technology. Forty-one per cent said they shared a common vision of how marketing and IT should partner.

In a further question relating to the CMO’s relationships with other c-level executives, the report found 51 per cent saw the CIO as a valued and important partnership, up from 30 per cent of respondents to a similar survey in 2011. Head of sales proved the most important relationship, particularly for B2B marketers, followed by head of product/R&D.

Across the board, 62 per cent of CMOs view relationships with peers on the senior executive team as vital to their success, while 96 per cent view vision and strategic thinking as a critical success factor. In a further sign that CMOs still have a long way to go to grasping the technology that supports customer management and competitive advantage, the report also found many still don’t have a single view of the customer view.

Related: CIOs, CMOs team up for customer engagement
CMOs, CIOs battle for mobile ownership
CMOs, CIOs still don't trust each other, finds Accenture report
CMOs and CIOs have more in common than you think

Almost three-quarters of CMOs surveyed realise competitive advantage comes from an integrated perspective on the customer, yet only 18 per cent claimed to have the entire organisation looking at a single view of the customer. Half of all respondents have access to some systems, but not all of them are synchronised.

In addition, 40 per cent of CMOs claim they are hindered by the quality of customer data in their organisation, and only 39 per cent optimise customer insights, digital media execution and measurement with cross-channel digital technologies. The report also found just 31 per cent use technologies and processes to gather, analyse and respondent to customer feedback.

Key challenges include siloed access to data and systems, insufficient data volumes, and data accuracy and quality.

Yet the marketing and technology union is progressing. Forty-five per cent of respondents viewed marketing technology as essential, and one-quarter are leading a cross-functional team from IT and marketing to identify key technology needs and develop a process for selecting vendors. More than half of CMOs also see technology awareness as a top competency to improve, the report authors stated.

The Forrester and Heidrick and Struggles report was based on a global survey of 212 CMOs in July 2013, split between B2B, B2C, and marketers serving both sectors.

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

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in