THE CMO and CIO Getting Along for the Sake of the Future of Software VISIONARY SPONSORS INNOVATOR SPONSORS PRESENTED BY TALK ABOUT US! #FUTUREM #CIOvsCMO
May 09, 2015
THE CMO and CIOGetting Along for theSake of the Future of Software
VISIONARY SPONSORS
INNOVATOR SPONSORS
PRESENTED BY
TALK ABOUT US! #FUTUREM #C IOvsCMO
Current State of #Marketing
• Marketers increasingly need technology to do their jobs more efficiently & effectively
• IT fueling companies in today’s age of analytics and big data
• Customer experience is priority
• Companies slowly investing in technology, talent and processes to overcome natural Marketing & IT divide
#FUTUREM #C IOvsCMO @TheLarryWeber
The Role of the CIO
• CIO has 2 key roles: o Internal: More traditional IT measures not
connected to CMO like security, cloud, data, governance, compliance, privacy
o External: Helping CMO select & deploy best marketing automation platforms, software
• To equip employees with the tools they need to be effective
#FUTUREM #C IOvsCMO @TheLarryWeber
What the Future Holds
• Marketing execs will spend more on IT and analytics than technology execs
• Marketing will have the support of the CEO, so CIO must develop strong relationship with CMO
• Many CIOs will report into CMOs
• Long term, CMO & CIO must come together to deliver a clear vision and time tables
#FUTUREM #C IOvsCMO @TheLarryWeber
Keys to a Happy Marriage
• CMOs must tell CIOs how Marketing can benefit from IT innovations
• CIOs must participate in discussions about overall Marketing strategy and objectives
• Agree on mutual focus areas (i.e.: customer strategy) and metrics to measure success
• Build strategy around company’s future growth
• Demonstrate value to key Stakeholders
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IT & Marketing Collaboration
• Purchase & browsing data used to target & retarget shoppers through Amazon.com product suggestions
• Data also used within banners on third-party sites & via e-mail marketing
• Data then plugged back into CRM system to create more finely tuned audience segments
#FUTUREM #C IOvsCMO @TheLarryWeber
IT & Marketing Collaboration
• Analytics used to gain more visibility into their online customer loyalty program
• Management compares loyalty/performance data of
marketing promotions with pizza sales/frequency of transactions, then measures against initial goals
• Mobile commerce campaigns then tailored to more effectively increase average order price/frequency
• Previously, managers spent 80% of their time just gathering the data
#FUTUREM #C IOvsCMO @TheLarryWeber
IT & Marketing Collaboration
• CIO & CMO teams researched customers’ emotional reactions to branding/productso Routine banking: customers felt bored or safe o Securing a loan/mortgage: customers felt more
extreme emotions: fear, hope, nervousness
• ING used data to evolve customer service and company culture
• Used to solve problems from a technical standpoint; now they solve problems from the customer's perspective
#FUTUREM #C IOvsCMO @TheLarryWeber
Question & Answer
QUESTIONS?
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Connect with Me
MY BOOKS:• The Provocateur: How a New Generation of Leaders Are Building Com
munities, Not Just Companies (Random House/Crown Business, 2002)
• Marketing to the Social Web: How Digital Customer Communities Build Your Business (Wiley & Sons, 2007, with a second edition in 2009)
• Sticks & Stones: How Digital Business Reputations Are Created Over Time…And Lost in a Click (Wiley & Sons, 2009)
• Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (Wiley & Sons, 2011)
• The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, due out in Spring 2014
TWEET ME: @TheLarryWeber
EMAIL ME: [email protected]
#FUTUREM #C IOvsCMO @TheLarryWeber