CMOs and CIOs need to have a stronger relationship than ever before. Gartner, an information technology research and advisory firm predicts that by 2017, CMOs will spend more money on IT than CIOs. CMOs are in a position to greatly influence the outcome of a business because they determine what gets communicated to customers. Technology is so critical in this and it’s only the CIO who can make technology work. The CIO ties the systems together to make CMOs as effective as possible. Lori Wright, CMO, TIBCO offers three key pieces of advice for CIOs.
"If the systems aren't connected, opportunity is lost."
Integrated systems gather data and insights across all touch points. The more you know about your customers, the more value you can deliver. This only happens when the systems are talking to each other and delivering the information back to the marketing organization.
"Action without insight is dangerous."
Delivering impersonal messages and offers to customers without knowing and understanding their wants, needs and desires runs the risk of alienating them. It’s important for IT to enable technology to provide detailed insights to marketers so that they then have the ability to deliver personalized messages to customers. Blind or bulk action is suboptimal.
"Great information too late is useless."
The right information, at the right time, and in the right context, can create a huge competitive advantage for marketers. If a customer walks out of a store, then receives a coupon in the mail when they arrive at home, it's often too late. If you know when they are there in the store, and what their purchase history and preferences are, you can deliver a highly targeted offer to their mobile device while they are standing there with their credit card in-hand. That creates a superior advantage for companies, and CIOs can enable this."
Scott Koegler is the community manager for Enterprising CIO. He practiced IT as a CIO for 15 years. He also has more than 20 years experience as a technology journalist covering topics ranging from software and services through business strategy. He has written white papers and directed and published video interviews.
