5 Ways to Patch the IT/Marketing Disconnect (and Thrive)

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Align on Metrics

Metrics define success, whatever the department. CIOs and CMOs can achieve greater alignment by working together to define common metrics that both departments can strive for. Marketing already operates with explicit customer-focused achievement goals; however, when you boil it down, all departments exist to serve the customer. As IT broadens its focus on traditional measures like cost efficacy and service uptime, marketing and IT can more seamlessly work together to boost performance metrics like revenue, ROI and customer satisfaction.  

The CIO has traditionally led the charge when it comes to purchasing and adopting new technologies, but this is rapidly changing as cloud‐based specialty applications -- such as lead generation, marketing automation and CRM -- are gaining momentum with marketing and sales teams. The modern CMO actively looks for and makes decisions about new technologies. In fact, Gartner predicts that IT spending will continue to trend heavily towards sales and marketing solutions.

This trend is further fueled by the adoption of SaaS solutions and the consumerization of enterprise technology, which can make it easier for teams to implement new solutions quickly with minimal involvement from IT (or when they just don’t have the time or patience to wait for help). At the same time, IT departments take on the risk for compliance and security for solutions that they may not have selected or even known about beforehand.

All of these factors converge to create an environment where CIOs and CMOs find themselves most frequently at odds, and this tension can ripple throughout an organization. However, the roles of CIO and CMO actually involve a lot of overlap. The roles are more closely aligned than they may seem, with both requiring data expertise, a focus on customer‐centric operations, and understanding what is going in other parts of the business. In this slideshow, ClearSlide has identified five things CIOs and CMOs can do to patch the IT/marketing disconnect.

 

Related Topics : A Big Market for Big Data Jobs, Midmarket CIO, IT Management Automation, SharePoint, Technology Markets

 
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