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!

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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in