Thought Leadership

Initiative Background

Back to initiatives list »

CMO-CIO Alignment

Aligning The CMO+CIO To Drive Customer Insight, Intimacy And Engagement

The CMO Council and BPI Network recognize that technology and customer data access have become the essential enablers of marketing effectiveness. As leading change agents, the CMO and CIO have to be tightly coupled in the journey to optimize customer lifetime value through more personal, timely, targeted and engaging interactions with diverse audiences. This study provides education, insights and actionable guidance on how to make customer-centricity the centerpiece of the CMO-CIO relationship.

Studies

Driving Revenue through Customer Relevance Report
In today's business climate of exponential information growth and technology dependency, this authority leadership campaign will leverage and aggregate insights from key IT and marketing stakeholders to address the need for tighter alignment and collaboration between these functional groups. Yet, according to this new report from the CMO Council and Accenture...
Download »
Big Data's Biggest Role
Discussions about the dynamic between chief marketing officer and chief information officer have often centered around the technologies being implemented in this age of digital engagement. However, as organizations realize the importance of delivering on a more customer-centric overall business strategy, big data has emerged as the real glue that has permanently cemented the relationship between the two offices. The CMO Council, along with partner SAS, set out to better...
Download »
back to top

Events

On Demand | Online

Speakers: Wilson Raj, Global Customer Intelligence Director (SAS); Liz Miller, VP of Marketing Programs & Operations (CMO Council) According to the CMO Council’s latest study, titled “Big Data’s Biggest Role,” both marketing and IT both believe that customer centricity must start with a corporate culture that focuses all strategies and programs around the needs of the customer. It is clear that…

back to top

Facts & Stats

59% of organizations see the presence of disparate sets of data-handling and collaboration technology as the top barrier to data governance.

Only 38% of organizations have deployed business-IT alignment policies and processes.

In the next 3-5 years, 73% of marketing clients aspire to support "mature enterprise architecture," demonstrating that business strategy will be pervasively understood and supported within EA and across business and IT.

Studies show that over 78% of purchase decisions are made based on peer-to-peer recommendations, while only 14% are based on advertisements.

A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people.

70% of buying experiences are based on how the customer feels they are being treated.

55% of customers would pay extra to guarantee a better service.

It takes 12 positive experiences to make up for one unresolved negative experience.

Aligning IT initiatives with business goals is the most frequently cited CIO activity, but fewer respondents now consider it the activity that takes up most of their time (64%) in comparison to last year (71%) and two years ago (82%).

"The artificial walls between business and IT are crashing down, and Enterprise Architecture (EA) is the bridge to integrate business and IT," according to Philip Allega, research vice president at Gartner.

back to top

Articles

June 14, 2016 - How IT Enhances the Customer Experience
CIO Insight
Read more »

May 16, 2016 - Why IT Needs to Step Up as a Business Partner
CIO Insight
Read more »

March 4, 2016 - 4 Principles That Will Shape The Future of IT
CIO
Read more »

March 3, 2016 - CEOs Force CIOs, CMOs Into Digital Transformation Bunker
CIO
Read more »

March 3, 2016 - CIO Decisions Enabling Strategic IT Innovation
CIO
Read more »

March 2, 2016 - Meet Tech's New Odd Couple: The CIO and CMO
CIO
Read more »

May 21, 2013 - Worlds Collide: The New Data-Focused CMOs and Their CIO Counterparts
AdAge
Read more »

May 8, 2013 - Eduardo Conrado Talks About Motorola's Move To Marry Marketing-IT
AdAge
Read more »

April 22, 2013 - Mixing with marketing: The CIO-CMO partnership
CIO Magazine
Read more »

April 17, 2013 - Four Reasons Why CMOs Are Well On Their Way To Outspending CIOs
Forbes
Read more »

April 2, 2013 - CxO Talk: Can a CIO and CMO be friends?
ZDnet
Read more »

back to top

White Papers

The CMO/CIO Organizational Alignment Mandate
Chief information officer reporting relationships continue to be distanced from the strategy function. The marketing function is experiencing this same distancing from strategy. However, the two functions should be on the leading edge of strategy, rather than the receiving end. Read more »

Overcoming CIO challenges in global mobility management
This paper looks at some of the challenges that CIOs are facing in managing mobility. This is clearly becoming more complex for large enterprises as mobility penetrates more deeply into their organisations, driven by changing working practices and supported by rapidly evolving technology. In multinational companies, management of mobility is especially challenging because they almost always need to control mobility of staff across multiplecountries and manage relationships with many service providers and suppliers. Cost management is a particular issue and improved efficiencies are sought through integration of voice into the corporate network and a more unified approach to communications. Read more »

THE EVOLVED CMO
The past few years have created a wealth of new challenges for chief marketing officers (CMOs) and their companies, because technology has empowered customers to speak with a strong and easily distributed voice. Forrester Research and Heidrick & Struggles conducted a survey of CMOs across the globe that shows that nearly 80% want to prove their capability as business and strategy leaders. But now technology ranks as the No. 1 area in which they see the greatest opportunity to improve. CMOs also recognize that they must bring customer insight and behavior to the rest of the executive team. Read more »

PRESS RELEASES

GLOBAL STUDY TO EXPLORE BUSINESS VALUE OF THE INDUSTRIAL INTERNET OF THINGS

Learn more >>

NEW RESEARCH FROM PENTON'S IOT INSTITUTE FINDS PRIVACY & ORGANIZATIONAL READINESS ARE THE PRIMARY CHALLENGES OF IMPLEMENTING IOT

Learn more >>