The trends toward mobile computing, social computing, advanced analytics, and the use of big data have all put a spotlight on the relationship between IT and marketing. In fact, in all too many cases, marketing departments are working around and ahead of their IT departments. It is incumbent upon you to make sure that IT is part of the solution, not part of the problem.
At Vail Resorts, the CEO, CMO, and CIO Robert Urwiler worked together to dream up and develop EpicMix, a mobile app that lets the resort's skier and snowboarder customers track their runs, share vertical-feet and distance stats along with photos via Facebook, and connect with friends who are also on the mountain. Urwiler urges his peers find their version of EpicMix by working collaboratively with CMOs.
CMOs need support from IT now more than ever because they're totally dependent upon data-driven analyses. Marketers are frustrated by gaps in measurability across call centers, e-commerce websites, and various channels used for advertising and promotion. Many try to fill those gaps by way of rogue IT expenditures because they don't trust (or can't wait for) their own IT departments. It's high time for IT pros to work more closely with their marketing colleagues to deliver the requisite data management and analytic modeling skills.