The relationship between the chief marketing officer and chief information officer has always been about figuring out technology to drive engagement in digital.
Both IT and marketing are focused on ensuring their units are customer-centric, according to research from the CMO Council and SAS. Marketers believe that being customer-centric means making use of all the data that’s out there to better cater to customers’ wants, needs, likes, dislikes and etcetera. Because these heaps of data can only be managed via technology, marketing and IT are battling for the same technology budgets and need to work together.
What’s holding back the relationship between IT and marketing is that the customer is often times “owned” by sales (CEO), and not spread evenly across the organization. According to the CMO Council and SAS report, what’s missing is collaboration among various units within the organization. Collaboration would mean defining a singular voice that is committed to making business decisions centered on consumers.
This should be a wake-up call to CEOs. According to the study, marketing and IT are struggling and it’s up to the CEO to clear the path for collaboration.
“It’s a huge change-management process to get everyone to think differently and put their own goals and objectives aside for a moment to think about the greater whole,” said Karen Larrimer, CMO of PNC Financial, in the report.
The good news is the gap may be narrowing between the two departments, with both marketers (85 percent) and IT executives (85 percent) believing that a closer relationship is necessary for an organization to be customer-centric. Furthermore, both groups also agree that understanding and properly using data is the key to customer centricity.
“It’s a complete partnership between marketing and IT, and they’re equal partners in helping define the strategy and understand its implications in terms of technology and information,” said Paul Kadin, head of North America marketing operations and strategy for Citi, in the report. “It takes equal doses of both perspectives to come to a conclusion about what we need to do next.”
Image via Shutterstock
The Rundown: Meta to put new ads all over Facebook and Instagram, including on user profiles
Meta is launching new ad formats this quarter, which are hoping to capitalize off of readers' appetite for discovery.
Productivity app Notion goes global with OOH efforts
As productivity app Notion expands its business, it is ramping up global OOH efforts to get in front of shoppers across the world.
Member ExclusiveDigiday+ Research: Facebook, Instagram, YouTube valued by brands and agencies, but ad spend lags — especially on TikTok
Brands and agencies are in alignment in terms of how confident they are that social media drives marketing success, but a significant gap exits between how they allocate marketing budgets on those platforms.
SponsoredWhy online search is foundational for a post-cookies environment
Derick Jaros, head of industry, commerce, Yext If there’s one definite thing about the past two years, it’s that consumer behavior changed significantly throughout the pandemic. From the shift to online-only life in early 2020 to the frantic Googling for new hours, policies, and stock updates in the first phase of reopening, consumers turned to […]
4A’s Marla Kaplowitz on 3 ways agencies can navigate the uncertain economy
The industry trade group is helping many agency members prepare their business for broader economic changes, from how to retain talent to honing their financial acumen.
Member ExclusiveMarketing Briefing: Marketers, agencies report it’s ‘the perfect storm’ as new business pitches slow
The second and third quarters of this year were slower than usual for pitches, according to agency execs, who said there's a sense of pullback across the board from marketers this year.