CMOs, CIOs forge a culture of collaboration
It is no longer possible to run the business of marketing without technology. Which is why the need for the chief marketing officer and chief information officer to be closely aligned is becoming an increasingly pressing issue for many client organisations.
At the heart of the matter is data and digital technology. But closing the gap between marketing and information technology is not that simple. Our cover story—which investigates the changing role of the chief marketing officer and how marketers can create stronger partnerships with chief information officers—points to the creation of a culture of collaboration in organisations in which both sides work towards goals that take into account both marketing and IT interests.
The article finds that a lack of collaboration between CMOs and CIOs is hindering companies’ ability to produce effective multichannel marketing. Accenture’s recent The CMO-CIO Disconnect study supports this further, noting that just one in 10 CMO and CIOs believe that they are currently collaborating with each other at the ‘right level’ required to seize the opportunities offered by digital technology. The problem for marketers is that while there is no shortage of data these days, finding the right data, analysing it, getting it into the right hands for more effective consumer engagement is a challenge that many companies have yet to overcome.
And with so much complexity, new systems and technology out there, it is no surprise that many CMOs feel somewhat unprepared to make some of the choices and set the strategic direction required to make effective marketing technology decisions. That is where the alignment between the CMO and CIO becomes critical in navigating the complex and rapidly changing landscape of emerging digital technologies and tools.
Next month, look out for a very special edition of Campaign Asia-Pacific as we celebrate ‘40 years of media and marketing in Asia’ and take a peek into the industry’s future. Visit us online at 40th.campaignasia.com.
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