4 Steps to a Healthier CMO-CIO Relationship
CMOs and CIOs should collaborate and determine a quantifiable goal that will measure the efforts and results of both marketing and IT. For example, to measure the success of a data-driven marketing project, they could choose to track the cost of customer acquisition before and after implementing a data solution, or track the number of new qualified leads and compare that total to the initial cost of the solution to determine ROI.
3. Check In Regularly. Implementation of a data solution does not signal a successful end of the CMO-CIO relationship. The IT and marketing functions should continue to communicate regularly to work through challenges, discuss existing and future projects and use cases, and brainstorm new ways to use or improve the solution. These check-ins can take the form of weekly meetings, virtual whiteboards, working lunches or just office pop-ins. To keep the streams of communication open and build camaraderie between departments that are functionally so different, it may make sense to bring everyone together for a happy hour to bond in a work pressure-free atmosphere.
4. Measure Results and Celebrate Milestones. To keep the partnership on track, it's important to look back on the goals set forth at the start of the relationship and map progress toward those goals. Whether quarterly or bi-annually, CMOs and CIOs should sit down and calculate the results of the project at hand. This allows them to celebrate successes with their teams or course-correct, if necessary. If leads are converting at a higher rate since implementing a data project, or teams are working more efficiently because they are able to take advantage of more precise targeting, CMOs and CIOs should call out these successes. Not only will the bond between the marketing and IT teams be stronger because of the success of their collaboration, but the teams will feel motivated to keep up the cooperation and become a model unto other departments in the organization.