It's Time Again For CIO, CMO To Strengthen Bond

by CXOtoday News Desk    Feb 22, 2016


Most new marketing technology initiatives will require a new IT approach focused on agility and speed rather than security and accuracy, according to Gartner, Inc. However, Gartner predicts that by 2018, only 25 percent of IT application leaders supporting marketing will focus their IT strategy on speed and agility. This brings to focus that the CMO and CIO must collaborate to achieve organizational success, as there’s no other option to survive in the digital age.

“Marketing has always been an area focused on innovation and competitive differentiation, however, new technical forces for social, mobile, big data and the Internet of Things (IoT) have opened up a plethora of new ideas and opportunities for marketers,” said Kimberly Collins, research vice president at Gartner.

“Speed and organizational agility of both business and IT departments are needed to test new ideas and innovations to keep pace with market changes. The pace at which IT delivers new solutions, or supports existing implementations, must be the same at which its partners in marketing operate,” said Collins.

This means that CIOs or IT leaders supporting marketing need to provide an IT environment where marketers can test and experiment with new ideas and innovations while still providing IT governance, technical assistance and assessment. Marketing leaders will benefit by being able to innovate faster while selecting more technically sound solutions that can scale and better integrate with other marketing applications as their competency in this area matures.

Gartner also said, by 2018, IT will be involved in nearly 50 percent of social marketing application decisions, up from 30 percent today. According to the research firm, historically, social marketing technology and strategy decisions have been managed and budgeted for by marketing. Over the last three years, as marketing has sought to scale its social media operations to the entire enterprise, it has needed to employ IT to create an organizational standard for social marketing technologies and strategies.

Social, mobile and big data are having a significant influence on marketing and are generating more opportunities than ever for marketers to engage with their customers. However, marketing budgets are not growing at the same rate as the number of potential ways to communicate with the customer. Therefore, allocating and optimizing marketing budgets based on marketing performance metrics is more important than ever, said Gartner. 

A 2015 McKinsey article notes that CIO-CMO relationship has no other way out but function smoothly in a world, where the volume of data is growing at least 40 percent a year, with ever-increasing variety and velocity.

As Corinne Sklar, Global CMO at Bluewolf explained in her blog, in the digital age, aligning around customer demand will help bring priorities and focus to the CMO and CIO relationship. And to drive customer engagement you need to deliver a consistent experience across all business units and departments – not just marketing and IT.