CMO-CIO relationship is improving; technology union has a way to go – CMO | #TheMarketingTechAlert

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Advanced/ Digest…

The Evolved CMO in 2014 report by Forrester and Heidrick and Struggles found:

— >  62% of CMOs surveyed globally believe the CIO is a strategic partner in meeting corporate goals, yet only 29% partner with their IT counterpart when procuring marketing technology.

— >  41% said they shared a common vision of how marketing and IT should partner.

— >  51% saw the CIO as a valued and important partnership, up from 30% of respondents to a similar survey in 2011.

— >  Across the board, 62% of CMOs view relationships with peers on the senior executive team as vital to their success, while 96% view vision and strategic thinking as a critical success factor.

— >  Almost three-quarters of CMOs surveyed realise competitive advantage comes from an integrated perspective on the customer, yet only 18% claimed to have the entire organisation looking at a single view of the customer.

— >  Half of all respondents have access to some systems, but not all of them are synchronised.

— >  40% of CMOs claim they are hindered by the quality of customer data in their organisation, and only 39% optimise customer insights, digital media execution and measurement with cross-channel digital technologies.

— >  31% use technologies and processes to gather, analyse and respondent to customer feedback.

— >  45% of respondents viewed marketing technology as essential

— >  One-quarter are leading a cross-functional team from IT and marketing to identify key technology needs and develop a process for selecting vendors

— >  More than half of CMOs also see technology awareness as a top competency to improve, the report authors stated.



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iNeoMarketing‘s insight:

What is disappointing is that 1/4 are leading an IT/marketing cross functional team to identify key technology needs. This is more ammo for the role of a Marketing Ops leader…not a CMTO.

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