Why CIOs and CMOs Must Run Side by Side

CMOs want to move fast with technology to grab revenue opportunities, but the CIO needs to be onboard with any deals from the beginning.

This is why CMOs need a CIO.
This is why CMOs need a CIO.

If a CMO signs contracts with ad networks and tag management vendors that collect user data, essentially giving third-parties access to the company website, the CIO had better be involved. When the site slows down or online customers start receiving sales-killing content warnings or security gaps widen, the CMO will be lost and confused in the Tower of techno-Babel.

It takes a CIO to see the underlying problems and make the right fixes.

Few know this better than Ghostery, maker of a popular consumer desktop plug-in that shows which companies are collecting data. Ghostery has recently jumped into the enterprise space with a similar tool showing the ecosystem of third-parties collecting data on a company's website -- an ecosystem that can get terribly convoluted and lead to numerous performance issues.

Most CMOs will shake their heads at the ecosystem map that Ghostery's marketing cloud management tool delivers.

The CIO, on the other hand, is familiar with this kind of complexity and will be able to spot the problem, call up the service-level agreement associated with the tag management vendor, point to the violation in, say, latency, security or limits on the number of partners able to access the site, and ensure that the vendor gets back into compliance. Other times, the problem might stem from the company's own website, not the third-party vendor. And so the CIO might have to address an architectural issue.

Either way, chances are the technical problem will be over the CMO's head.

CIO and CMO Must Find Common Ground

"This shows how important it is for CMOs and CIOs to work together," says Ghostery CEO Scott Meyer.

Ghostery's ecosystem map is a prime example of critical, common ground -- that is, the company website -- where the CIO and CMO need to be in lockstep. CMOs want to move quickly to capture revenue opportunities with these third-parties, yet the CIO needs to be onboard from the beginning in order to fix problems quickly.

By working together from the get-go, CMOs and CIOs can get out in front of technical problems that threaten to derail the company's prized asset, its website.

In this vein, Forrester advises CIOs and CMOs: "Put guardrails in place that clarify acceptable project scope, cost, and business impact to keep projects manageable and relevant, limiting projects to those that map to corporate or divisional growth projections or those with a business case that can prove a margin-positive return on investment within a two-year time frame."

When Marketing Run Ahead Trouble Can Follow

Chad Westfall, Web delivery director at Intercontinental Hotel Group (IHG), knows how marketing can outrun IT leading to performance problems on IHG's sites that collectively receive close to a million visitors a day. He now uses Ghostery's enterprise tool to identify previously unknown re-targeters coming through contracted container tag management vendors.

In most cases, Westfall has been able to contact the right tag management vendors to solve the problem. Other tag management vendors weren't so lucky; IHG has stopped doing business with a few of them.

"In our marketing department, we have an aggressive team that's always looking for revenue opportunity through re-targeters and other third-party DSP (demand-side platform) solutions. They want to capture conversion and get people back to our site," Westfall says. "But we started to see some degradation in our synthetic monitoring tools, at least from the standpoint of performance. We were putting lots of third-parties on our site."

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

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?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

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.

Jean-Luc Ambrosi

Author, marketer

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in