Everyone Wins When CIOs Partner With CMOs

By Karen A. Frenkel  |  Posted 02-18-2015 Email

As technology investment in marketing continues to grow and digital marketing expands, CIOs should build strong partnerships with marketing officers, according to a new report by Gartner. CIOs who help CMOs evaluate solutions, source data, manage and consolidate the application portfolio, and integrate solutions will reap the full potential of IT investments. "To generate greater business value, IT leaders need to work more closely with marketing to determine where IT leads versus where marketing leads and how both can work more effectively together," said Kimberly Collins, research vice president at Gartner. The report emphasizes the importance of voice-of-customer (VoC) initiatives that reveal useful insights regarding brand, products, campaigns, geographical markets and competitors. It cautions, however, that unless VoC is positioned across the enterprise and is part of strategic customer experience management, benefits can get stifled. The report is based on hundreds of conversations with clients on the part of co-author Collins and research directors Jim Davies and Penny Gillespie.

Karen A. Frenkel writes about technology and innovation and lives in New York City.


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