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.

  • An Integrated Journey

    Marketers must think holistically about the customer experience, with systems architecture making it easy to see customer acquisition, service, collaboration and retention points across multiple channels.
    An Integrated Journey
  • Insights Into All Things Data

    Whether big data or little, the CMO and her team are ever-eager for proprietary insights into targets, prospects, etc., with the needed context to take relevant action.
    Insights Into All Things Data
  • A Personal Approach

    Marketers seek automation tools to help them customize prospect lead techniques and customer interactions based upon real-time behaviors.
    A Personal Approach
  • Storytelling Capabilities

    Content-driven solutions enable them to fuel engagement by creating experiences that either highlight or elicit customers' stories, rather than dwelling on the company's story. These solutions should reveal which types of content best resonate with prospects.
    Storytelling Capabilities
  • A Social Presence

    Marketers are under pressure to build an authentic and highly responsive presence on social networks, establishing transparency while transforming one-way messaging into dialogues.
    A Social Presence
  • Media Strategy Convergence

    Given that the lines dividing paid, earned and owned media are blurring, teams have to evaluate media options and combinations for most effective cost, reach and usefulness.
    Media Strategy Convergence
  • Internal Convergence

    In the modern age, siloed groups within marketing and the entire organization will only thwart efforts to build an integrated, cohesive customer-interaction ecosystem.
    Internal Convergence
  • Loyalty Cred

    Any tools which enhance the customer experience, such as automated payments and loyalty points, will go far in ensuring long-term, residual sales.
    Loyalty Cred
  • Agile Responsiveness

    Shorter development cycles, rapidly proliferating platforms and behavior-based communications all command a more agile marketer. Solutions which pave the way for quick testing and responsiveness in a highly flexible manner will address this.
    Agile Responsiveness
  • Self-Serve Improvement

    Through portals and other online resources, CIOs can help marketers gain access to professionals, events and discussions which speak directly to their career development and management needs.
    Self-Serve Improvement
Dennis McCafferty is a freelance writer for Baseline Magazine.


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