The rise of marketing-as-a-service for CMOs

IDC’s 6 tips for CMOs buying marketing technology platforms and systems:

1. Serve the customer – “If you can deliver value to customer at each stage of the game, you are setting the bar very high against your competitor and what customers can expect from you brand over time,” Murray said.

2. Support specific business objectives – Marketers need to still hit their numbers and drive business performance.

3. Operate as an ecosystem – Marketing has to operate as an ecosystem, Murray said. “You can’t just put down point solutions. Each of these systems serves the same customers, same campaigns and consumes data that’s all circulating around between each one of them,” he said. “Manage it accordingly.”

4. Produce and consume diverse, well-governed customer data - It’s important to have clear and comprehensive data governance policies for marketing functions. These should be reflective of an enterprise data governance function. “Marketing is only one participant in this,” Murray said.

5. Exist in a culture of creative collaboration – “The creative energies and insights of the organisation can deliver as well. Optimise both,” Murray said.

6. Work in concert with enterprise infrastructure – Ultimately, the customer relationship is not just about marketing but a series of interactions across the enterprise, Murray said. “Yes, marketing must mature and get its house in order, but it should be seen as part of the enterprise infrastructure,” he added.

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