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.
► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!
► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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.
See on www.cmo.com.au