CIO-CMO Relationship: Plagued By Digital Pretenders - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
IT Leadership // Enterprise Agility
Commentary
7/17/2014
09:06 AM
Chris Curran
Chris Curran
Commentary

CIO-CMO Relationship: Plagued By Digital Pretenders

Digital strategies that focus only on customer engagement are shallow. But to go deeper, CIOs and CMOs must be partners.

Comment  | 
Print  | 
Comments
Newest First  |  Oldest First  |  Threaded View
MDMConsult14
50%
50%
MDMConsult14,
User Rank: Moderator
7/25/2014 | 5:09:57 AM
Re: "Digital" goes far beyond marketing
Strategy with the CIO-CMO relationship are important. With shifts, being able to create experiences together for the customer and having deeper insights of these areas will be required. Also adopting agile development and being able to integrate technologies as part of the roles will pressure more digital adoption between the roles.
Laurianne
50%
50%
Laurianne,
User Rank: Author
7/23/2014 | 11:33:10 AM
CIO/CMO
Tech company CIOs seem to be making the leap to working as true partners with their CMOs faster than other verticals' CIOs. It is seen as not nice to have, but mandatory, by the tech CIOs I talk to about this topic. On a related note, more tech company CIOs are being taken to customer sales pitches now. The customer CIO wants to hear from the tech company CIO -- directly. They have become ambassadors for the brand. That is a purely external focus.
Jawaz Illavia
50%
50%
Jawaz Illavia,
User Rank: Apprentice
7/19/2014 | 3:29:42 AM
"Digital" goes far beyond marketing
Digital initiatives often start with the CIO/CMO relationship but care must be taken to ensure that this isn't the ONLY relationship to drive digital initiatives. Digital initatives span all functions and areas and what we're likely to see is a gradual blurring of teams that will need to start looking at digital in a much broader context. I'm seeing this already - but it's happening organically without necessarily a real understanding of what the end picture will look like. Ultimately there won't be "digital" job roles/titles/functions with the term as they become part of the organisation's DNA.
ChrisMurphy
50%
50%
ChrisMurphy,
User Rank: Author
7/17/2014 | 10:48:24 AM
Marketing can't dominate
This data is a good antidote to the "CMO will spend more on tech than the CIO" fever that's been spreading the past year. A CMO that takes the attitude that it's a marketing tech budget to do with as she/he sees fit is missing broader opportunities to connect people more broadly in the company. I think this line nails the problem: "CMOs are looking outward toward the customer while most CIOs are looking at internal business operations". They hvaen't seen a natural need to collaborate, it's on the two leaders to wear a new track in the carpet between their offices.      
Commentary
Augmented Analytics Drives Next Wave of AI, Machine Learning, BI
Jessica Davis, Senior Editor, Enterprise Apps,  3/19/2020
Slideshows
How Startup Innovation Can Help Enterprises Face COVID-19
Joao-Pierre S. Ruth, Senior Writer,  3/24/2020
Commentary
Enterprise Guide to Robotic Process Automation
Cathleen Gagne, Managing Editor, InformationWeek,  3/23/2020
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
IT Careers: Tech Drives Constant Change
Advances in information technology and management concepts mean that IT professionals must update their skill sets, even their career goals on an almost yearly basis. In this IT Trend Report, experts share advice on how IT pros can keep up with this every-changing job market. Read it today!
Slideshows
Flash Poll