4 Steps to a Healthier CMO-CIO Relationship
Smart marketers realize data-driven marketing leads to better results, and they are ready to put their money behind it. According to The CMO Survey (opens as a PDF), during the next three years marketers expect to increase their spending on marketing analytics by 73 percent. With the marketing function becoming more and more dependent on data and technology to be successful, it's time for CMOs to bridge the organizational divide and build a partnership with CIOs. Below are four steps for CMOs to create a more productive relationship with CIOs and work toward the mutual goal of betterment for the overall organization:
1. Don't Bring IT In as an Afterthought. CMOs need to bring CIOs into data projects early-on. As the first step to implementing a data-driven marketing initiative, CMOs should leverage the CIO's expertise in evaluating solutions that will help turn the deluge of data into actionable insights. It's the IT department that will help ensure all the data elements needed for a campaign or initiative are pulled out of silos, integrated into the system and accessible. CMOs should bring in the CIO at the onset of a project to set parameters for managing data in order to facilitate ease of use and maintain compliance and data security, particularly when customer data is involved.
2. Establish Goals for the Partnership. While marketing and IT departments have different priorities, both functions are working toward the same overarching business goal: driving growth for the company. While for IT departments, growth may mean anything from more efficient business operations to improved ROI on technology, marketing's definition of growth could mean an improved Net Promoter Score (NPS), more inbound leads or higher conversion rates. But when marketing and IT functions come together, the overall goal of the partnership should be to positively impact the company's bottom line.