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.
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While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.
In Episode 10 of this new podcast series, BrandHook MD, Pip Stocks, talks with Country Road GM of brand and customer experience, Col Kennedy, about how brands enabling teams to support the customer no matter what they want to achieve is vital to the engagement equation.
Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants
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