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Social networks are where the action is.
Gone are those cool-looking funnel charts that showed awareness being turned into leads and into sales. Now, it is all a huge mashup. But, your company still need to know what customers and potential customers are saying, doing and thinking.
What you can do:
Work with your CMO on deploying social media intelligence tools and other technologies that can help your marketing operation leverage all these new platforms.
No one wants to be left behind.
CMOs want to show they know how to juggle Facebook, Twitter, Foursquare and whatever else is the hot platform.
What you can do:
Show your CMO that, as CIOs, you are not in fact the "Department of No." Help them understand your legitimate governance and compliance concerns and work with them on figuring out how to bring these new platforms into the company.
Get back to the boardroom.
CIOs fell for the idea that ROI was their reason for being. Result? Many now report to the CFO. CMOs had a worse fate. They decided their job was to shovel leads over the wall to sales. Now, many of them report to the VP of Sales.
What You Can Do:
Collaborate with your CMO on ways to link technology and marketing strategy to innovate and drive your business. It's the only that either of you can hope to shoulder you way back into the CEO's inner circle and, from there, into the boardroom.
Geeky = Cool.
No one cares how many servers you run or how many email clients sit on your network. But, being a tech-head gives you a degree of hipness you never had before, thanks in part to the many Geek Chic lead characters starring in films, on television and even in advertising campaigns.
What you can do:
Prove to your CMO – and everyone else in your organization – that you are master of the hottest current and emerging technologies.
Keep your customers happy.
Social networks are not going to go away. Companies are not going to go away. Customers will go away -- if you don't listen to them.
What you can do:
Help your CMO build a listening / conversation network that results in happy customers and increased sales.
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