From Data Networks to Mobile Platforms, Marketers Are Finding Themselves Arm-in-Arm With Tech Teams
CMOS, meet your new BFF, the CIO.
We know you and the tech guys might not have gotten along so well in the past. They chastise your need for speed and the fact that you rely on your “gut” without regard for process. And chances are you think they’re a little too steeped in process, governance and security concerns. But now’s the time to mend fences and learn to speak the same language, because in today’s digital world, it’s never been more important for the chief marketing officer and chief information officer to work together.
“The bias is very strong. It’s part of the DNA of the two functions, so the stereotyping is there. They like to make fun of each other,” said Luca Paderni, an analyst with Forrester Research who has been studying the two roles.
Dave Finnegan and Teresa Kroll, CIO and CMO, respectively, at Build-A-Bear.
Mr. Paderni said there’s been a significant shift in just the last 18 months, instigated by the digital revolution in marketing and fueled by the economic crisis. “Now, both functions are under pressure from the CFO and CEO. The market dynamics are pushing accountability for both functions,” he said. “And, at this point, even the marketer that would like to go it alone is realizing the level of complexity and data management is too big to manage alone.”
Indeed, Lisa Macpherson, Hallmark’s chief marketer, says one of the biggest priorities of CMOs right now should be nurturing a relationship with their CIO. “We’ve gone through the making marketing credible with the CFO and partnering to do great shopper and trade marketing with the sales officer, and now it really is about the CIO and developing the data networks and connectedness that can let us do great database interactive marketing,” she said.
The need for marketing and information execs to team up highlights the shift from creating digital marketing that broadcasts a message to creating online or mobile tools that can foster loyalty, juice sales and require lots of data and targeting. In other words, gone are the days of the one-off web-banner campaign.
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