ForgeRock

ForgeRock enables millions of consumers to interact with organisations online, building secure relationships and enabling new digital offerings from any device or connected thing.

Customer identity management as a revenue driver for CMOs

Find out how your business can stand out in the competitive marketplace today and the benefits of implementing an effective customer identity management platform

Identity is a fundamental component of any organisation’s growth, and CMOs cannot take advantage of a myriad of new technologies – such as mobility, the cloud or the Internet of Things (IoT) − to achieve a competitive edge in the market if they do not have a scalable and repeatable identity strategy.

Without one, CMOs have no way to identify and engage with their customers in a meaningful way, whether it be through a laptop, mobile phone, tablet, technology wearable, or the next great connected innovation. Companies that do not employ a comprehensive identity strategy, even when they’re investing in revolutionary new technologies, could unintentionally give competitors the upper hand when it comes to bringing in sales leads.

Essentially, customer identity management platforms use identity to create a single, persistent view of customers, bridging all of a business' department silos. These platforms use data to build profiles that help CMOs engage with their customers more effectively and efficiently, and also offer the opportunity to create new revenue-generating initiatives that capitalize on this customer data.

Achieving a granular understanding of who customers are and what specifically they need enables CMOs to provide more efficient, more secure, and more relevant services and products.

The benefits of implementing an effective customer identity management platform include:

  • The ability to use real-time context to automate access and security decisions, and to offer personalised services based on real buying habits.
  • A single overview of the user across the organisation, which enables users to share valuable data across different departments and unify security
  • Increased ability to facilitate repeatable business processes, accommodate millions of concurrent users and devices, and shorten typical deployment times compared to legacy vendors.

Historically, however, businesses have relied on traditional identity and access management (IAM) systems, often cobbled together from disparate technologies. This approach made for unwieldy “product suites” that were overly complex and replete with numerous redundancies and compatibility issues. These products often took years to deploy and fully integrate, putting a bottleneck on potentially revenue-generating initiatives designed to streamline and accelerate sales. Niche IAM players created streamlined solutions to address specific business-related problems, but without any overarching identity solution, CMOs had no way to truly grow sales or experience any real ROI by leveraging these identity technologies.

Companies aiming to play a central role in the IoT will need to take a different approach, one requiring a unified identity model. The core tenet is that identity should be exposed in a single, repeatable way that makes it easy to roll out new products and services to any application, device or thing, thus accelerating time to market and achieving a desired advantage over competitors. The goal of this tenet is to provide new services quickly, taking development time down from years to weeks.

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

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in