10 Ways to Better Align With Your CMO

By Dennis McCafferty  |  Posted 05-16-2014 Email Print this article Print

How tech-minded are CMOs and their teams getting? So much that, by 2017, the CMO is projected to spend more on IT than the CIO, according to Gartner. Some marketers are carrying out these purchases solo, but ideally these purchases would be made jointly. Which means they need advice from you and other tech-department leaders about solution selection and deployment. However, challenges remain, as 85 percent of CMOs and CIOs say they struggle to align efforts. The recent book, The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric (Wiley), offers guidance in the form of the following 10 "must haves" on the marketing side. Authors Larry Weber and Lisa Leslie Henderson focus upon constantly changing dynamics which influence the critical relationship between a marketing team and customers. As these customers grow increasingly tech-savvy, CMOs and their teams are constantly looking for new IT tools to improve the way they connect—and that's where CIOs step in. Weber is chairman and CEO of Racepoint Global, an advanced marketing services agency. He's also founder of Weber Shandwick, the world's largest PR firm, and the chairman of the board of directors of the Massachusetts Innovation and Technology Exchange (MITX), a top Internet marketing association. Henderson is an author who specializes in writing about marketing, creativity, innovation and social entrepreneurship. For more about the book, click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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