Leaders from Dunkin’ Brands, Mary Kay, MasterCard and Unilever share how they were able to drive strategic change through entrenched cultures.
“Marketing is more about digital now.” Well, yeah - it was really no surprise when recent research from Accenture identified the encroaching digitalization of every aspect of marketing as the most important reason why CMOs and CIOs think they need more alignment and interaction. Research from Forrester backs this finding up: 51% of CMOs describe their relationship with the CIO as important, vs. the 30% who said it was important in 2011. So everything’s great, right? Well...
The gaps in CMO/CIO relationships that threaten the success of marketing tech
Data from Accenture Interactive's recently released 2014 CMO-CIO Alignment Study suggests that when you get down to specifics, significant gaps still exist between CMOs and CIOs – gaps that need to close and close fast if CMOs are going to be able to show enough business value from their escalating marketing technology investments.
This new research offers a detailed view into the attitudes and behaviors that drive current CMO/CIO relationships, and in doing so uncovers some uncomfortable truths. Because Accenture has taken the unusual step of publishing the study on Tableau Public as an interactive workbook, I was able to freely slice and dice the data, comparing findings across geographies and industries, and comparing companies... Read more
Traditionally, there has not been much overlap between the day-to-day activity of a CIO and a CMO. The stereotypical CIO is often seen as a computer geek, focused on complicated IT, infrastructure and database systems that are hard to understand, and, even when the CIO interacts with another member of management, it is probably the CEO or COO, not the CMO.
Over the last five to ten years, however, marketing and advertising has become infused with data, and an arms race has emerged in which there is a constant need to acquire more data and analyze it in new and better ways. To marketers, the CIO is no longer a tech geek, but a powerful partner that can provide them the data they need to gain a leg up on their competitors.
When CMOs and CIOs work together today, the conversation usually turns to untapped sources of data. What systems and processes can our company invest in or develop to obtain more data?
This approach to data is a relatively new phenomenon, and represents a step forward in digital marketing. In the early days of both online and mobile, the goal was to reach consumers on new devices and in new environments, but... Read more
The CMO of the future is one grounded in analytics. Big ideas, creative vision and innovative thinking are all still critical for the long-term success of an organization, yet with the drastic proliferation of data available to a marketing team, the future CMO has no choice but to use the data to leverage strategic advantage over the competition. It’s either do that, or allow the competition to do the same to your firm.