marketing can make a major step toward higher performance. A study by Accenture illuminates the most important aspects. “The CMO-CIO Disconnect: Bridging the Gap to Seize the Digital Opportunity” takes an honest, unvarnished look at many misunderstandings that make cooperation between CIOs and CMOs more difficult, but also reveals how businesses can achieve better collaboration between the two departments and ensure future business success (see text below).
However, this objective is still a long way off in the future, as a survey of CIOs and CMOs in leading companies shows. It starts with awareness of the problem. While three-quarters of IT decision-makers are convinced that the departments need to communicate more and cooperate better, only one out of two marketing managers says the same thing. Their priorities are different as well: the main driver for CMOs to work together with CIOs is to gain greater insight into customer wants and needs. This plays a subordinate role from IT’s perspective. On the other
hand, data protection and IT security is very important for CIOs, while these are of lesser importance to CMOs. In fact, CIOs and CMOs give different answers to many operational and strategic questions. “Although both sides say that the relationship has improved,” emphasizes Glen Hartman, Global Managing Director of Digital Consulting at Accenture Interactive, “only one out of 10 believes that collaboration at the highest management level is good.” His summary: “Many people talk about closing ranks between CIOs and CMOs, but few act on it.”
Collaboration pays off
Smooth collaboration can, however, be achieved. At ING-DiBa, Germany’s third-largest private bank, things are going well thanks to cooperation instead of confrontation. “We have a high degree of technological knowledge in large segments of Marketing, and our IT colleagues are very market- and customer-oriented in their thinking and actions,”
says Marketing Director Birgit Spors. “The fact is, no one is standing between us and IT: we realize projects together. Furthermore, market impulses also come directly from IT.”
Motorola Solutions in the USA has dealt with the differences between CIO and CMO in an entirely different way. Here, Eduardo Conrado holds both jobs, as Senior Vice President of Marketing & IT.
How CIOs and CMOs will work
together in the future
Identify the CMO as the Chief Experience Officer (CXO): As CXO, the CMO will
be responsible for understanding the drivers and enablers of a connected customer experience across channels, and he or she will play an important role in making the multichannel strategy an integral part of a company’s business strategy.
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