Today's connected customer is pushing marketing and technology teams together, but the CMO/CIO relationship remains a challenging one. Here we look at two companies making it work
Gartner research analyst, Laura McLellan, lobbed a grenade into the executive trenches when she claimed the average CMO will control more technology spend than the CIO by 2017.
That’s not an empty promise; at its core, marketing is about communicating. In today’s hyperconnected world, communicating is about technology. As commerce becomes e-commerce, customer interaction becomes digitised and direct communication becomes real-time engagement, marketing and IT are taking central roles. It makes sense for the leaders of the teams to buddy up.
Yet according to an Accenture survey of 252 CIOs and 405 CMOs globally last year, nine in 10 marketing and IT executives aren’t collaborating successfully. “They [CMOs] view the CIO organisation as an execution and delivery arm at a time when they should consider IT as a strategic partner and involve CIOs when planning new marketing investments,” the report authors state.
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.
Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.
Thank you! That was useful to know.
Because you are missing the point of the term "disruption"
Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...
How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M
True Local - one of the least credible review sites on the entire internet.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
