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For too long, these two critical enterprise roles have been divided by objectives that at times have seemed mutually exclusive. There is hope, however. The current data-intensive marketing environment — characterized by increasingly savvy customers who expect every interaction, regardless of channel, to be laced with context from previous interactions — presents a real opportunity for CMOs (Chief Marketing Officer) and CIOs (Chief Information Officer) to bridge the gap.
The stakes are high for them do so, as achieving this vision of a tighter CMO-CIO bond will greatly increase the odds that an organization ends up with a digital marketing platform that not only leverages existing IT investments, but also delivers truly contextual multi-channel messages.
Only one in 10 CMOs and CIOs believe they collaborate sufficiently, so clearly both groups are aware of the need for them to forge a stronger strategic partnership. The common thread is that both roles have been somewhat hamstrung by a constant need to keep up with the relentless pace of change in their respective domains.
CMOs, in particular, find themselves in a time of immense contradiction. Growing consumer demand for highly-personalized and contextual messaging represents one of the greatest marketing opportunities of modern times. Achieving this, however, is proving to be a tricky undertaking, with much of this tied to the numerous shortcomings of existing digital marketing platforms. Ask any CMOs to give you a rundown of their technologies, and the portfolio is likely to include CRM, B2C email, lead generation, social listening platforms, Web analytics… the list goes on and on. And, all of these systems require integration, with each other and with various data stores throughout the enterprise, in order to deliver the level of personalized, integrated marketing campaigns customers demand.
Tasked with supporting the entire enterprise, CIOs obviously face some different challenges. The challenge that’s most pertinent to this discussion is the ongoing struggles with integration, especially connecting critical enterprise apps with business intelligence and analytics platforms. The sheer volume of work CIOs must manage on this front has rendered the integration needs of CMOs a lower priority.
In order for CMOs and CIOs to repair their organizational relationship, they must work to develop a partnership that, in the end, is likely to result in CMOs getting the technology arsenal they need to confront a fast-changing customer interaction landscape, while CIOs can ensure that those technologies fit logically into their existing environments without expanding their integration workloads.
Download our guide, Bridging the CMO-CIO Chasm: Blueprint for a Next-Generation Marketing Technology Platform, to learn what the ideal digital marketing platform might look like, and why it must put the customer at its center rather than the technology.
Lyris (@Lyris) is the leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data- driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at www.lyris.com.