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Aligning the CMO + CIO to Drive Customer Insight, Intimacy and Engagement

Technology and customer data access have become the essential enablers of marketing effectiveness, creating more adaptive, intelligent marketing organizations and more responsive, customer experience-centered corporate cultures. Today’s savvy CEO is seeing the critical need to better align, leverage and mesh IT groups, database repositories and digital infrastructures with marketing functions and assets worldwide.

Owning customer insight has become the new mission and mandate of the CIO (in effect, the Chief Insight Officer) as they strive to integrate and extract value from disparate data sources inside and outside the organization. Employing digital marketing platforms, advanced analytics and predictive modeling, CIOs are helping marketers better target and access market segments; improve response, retention and revenue streams; as well as deliver more required and desired products and service experiences. New social network, mobile media and Internet content delivery channels are becoming key determinants of customer voice, affinity and advocacy, requiring new strategies, talents and resources in both marketing and IT organizations.

As leading change agents, the CMO and CIO have to be tightly coupled in the journey to optimize customer lifetime value through more personal, timely, targeted and engaging interactions with diverse audiences. The ultimate objective is “customer relevance,” a state of being that makes brands robust, resilient and highly valued in the market.



Big Data's Biggest Role, Aligning the CMO & CIO: Greater Partnership Drives Enterprise-Wide Customer Centricity

Discussions about the dynamic between chief marketing officer and chief information officer have often centered around the technologies being implemented in this age of digital engagement. However, as organizations realize the importance of delivering on a more customer-centric overall business s...   Report Details

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Richard Smith, SVP & Chief Marketing Officer, AIG Bank

Jeff Palm, CIO, Allianz Life Insurance

Nancy Jones, CMO, Allianz Life Insurance

Patrick Blair, Chief Marketing Officer, Amerigroup

TJ Graven, CIO, Brown-Forman

Paul Kadin, EVP, Customer Strategy - Consumer Banking, Citi

Jeff Brown, Chief Marketing Officer, Colonial Life Insurance

Tracy Nolan, SVP & CIO, Commercial Metals Company

Larry Godec, SVP & CIO, First American Financial 

Deborah Colby, VP of Marketing, First Tech Federal Credit Union 

Nicholas Caffentzis, GM Strategic Alliances, GE Heathcare IT 

Stuart Foster, VP of Marketing, Hilton Worldwide  

Ian Arthur, Chief Marketing Officer, Intrawest

Haden Land, CTO/VP IT, Lockheed Martin

Lanet McCrary, VP of Marketing, Magnolia Federal Credit Union

Adriana Eiriz, Chief Marketing Officer, Nexxo Financial Corporation

Robert Solomon, SVP & Chief Marketing Officer, Outrigger Hotels & Resorts

Karen Larrimer, Chief Marketing Officer, PNC Financial Services 

Jane Stackpole, Head of Market Strategy, Silicon Valley Bank

Bruce Schachne, VP, Head of Marketing, Standard & Poor’s New York

Michael Babikian, Chief Marketing Officer, Transamerica Insurance & Investment 

Robin Korman, SVP, Loyalty Marketing and Strategic Partnerships, Wyndham Hotels Group 



Research Objective: Provide education, insights and actionable guidance on how to make “customer-centricity” the centerpiece of the CMO-CIO relationship.

  • Understand the definitions of “customer-centricity” from CMO and CIO viewpoints? Areas for alignment and collaboration?
  • Garner expectations and requirements of the CMO and CIO of delivering on customer-centric engagements.
  • Surface insights on key success metrics, processes, technologies, etc. that align the CMO-CIO.
  • Explore the role of customer insight/analytics/customer intelligence from both the CMO and CIO perspectives.
  • Identify challenges and opportunities that prevent or enable the road to “customer-centricity


Big Data's Biggest Role, Aligning the CMO & CIO
Featured Speaker:

Wilson Raj, Global Customer Intelligence Director (SAS); Liz Miller, VP of Marketing Programs & Operations (CMO Council)



According to the CMO Council’s latest study, titled “Big Data’s Biggest Role,” both marketing and IT both believe that customer centricity must start with a corporate culture that focuses all strategies and programs around the needs of the customer. It is clear that both CMO and CIO see data – or more specifically big data’s role in delivering deep insights, understanding and intelligence about customers, markets and operational efficiencies – as critical to success. Yet, more often than not, marketing and IT are pitted against one another, struggling to partner on priority projects. As brands look to optimize customer lifetime value through more personal timely, targeted and engaging interactions, customer data will bind together the CMO and CIO.

Watch the webinar on-demand here >>


When CMOs and CIOs were asked to rate the importance of digital marketing to the organization, both agreed (40 percent marketing; 38 percent IT) that technology now underpins and shapes the entire customer experience. CMO Council

The vast majority of marketers see the CMO as a primary leader (69 percent) and only rarely consider the CIO and IT department (19 percent) important to defining digital marketing strategy. IT executives, on the other hand, most often point to themselves (58 percent) as the true champions of digital marketing, although they do frequently cite the CMO (51 percent) as well. CMO Council

Only 27 percent of marketers, and an equal number of IT executives, agree with the statement “we know what we need to know about customer’s usage of our digital channels.” CMO Council

Technology ranks as the No. 1 area in which they [CMOs] see the greatest opportunity to improve. Forrester & Heidrick & Struggles

Around 38 percent of CIO respondents said that they lack support from other executives, especially in companies with revenues of over US$1 billion. Ernst & Young

IT leaders give their relationship with marketing weak marks (29%) than for any other business area. InformationWeek

Only 17 percent of CIOs are counted among the top management group, and just 43 percent of people in that role are involved in executive decision making. Ernst & Young

60 percent of CIOs think that they add strong value to their companies, only 35 percent of their executive peers agree. Ernst & Young

By 2017 the CMO will Spend More on IT Than the CIO. Gartner

Although just 10% of CIO respondents consider social media essential, 41% said it will be, in the future. InformationWeek

According to a recent survey, only 2% of companies have a fully integrated approach to service management; more than 75% are not integrated at all or only partially integrated. CIO.com

A study, which included 400 North American IT decision makers—from those that owned the budgets to those that made the final purchase decisions—found that 73% have engaged with IT vendors on a social network. Moreover, 59% of IT decision makers “rely” on the social networks for purchasing decisions, whereas 46% use online periodicals. Direct Marketing



January 2013 - Customer-Centricity: Why Engineers Are Not Enough and Poets Are Essential - Business 2 Community

January 2013 - The Strategic CIO Agenda 2013: Strategies, Priorities, and Career-Killers - Forbes

January 2013 - Reflections on Customer-Centricity and Leadership - Business 2 Community

December 2012 - CIO And CMO: Friends Or Frenemies? - Biztech2

December 2012 - Core System Modernization Makes Customer Centricity Possible - Banktech

December 2012 - Harnessing the Power of Insight: Customer-Centric Innovation in a Changing World - Saine Innovaton Network

December 2012 - The Magic when CMOs and CIOs Team Up - Business 2 Community

December 2012 - CMO to CIO: “I want to friend you” - Sales & Marketing Management

November 2012 - This is the CIO, at Your Service- The Sydney Morning Herald

November 2012 - The CMO's Ultimate Survival Guide: How to Train Your CEO - AdAge

November 2012 - Zero-Segment Marketing: The Path to Customer-Centricity and Exceptional Marketing Results - Business 2 Community

November 2012 - Embracing Big Data Can Add Years to a CMO’s Tenure - Chief Marketer

November 2012 - Insurance CIOs Embrace Their Role as Marketers - Insurance & Technology

November 2012 - Gartner Holds CMOs, CIOs Accountable - Direct Marketing News

November 2012 - How CMOs Can Work with CIOs to Gain Customer Insight - Harvard Business Review

November 2012 - CIOs, CMOs Can Bond over Big Data - IT Business Edge

November 2012 - Even B2B Marketers Need Friends - Direct Marketing News

November 2012 - A CIO Learns That Efficiency Isn't Enough - CIO.com

November 2012 - Survey Probes The 'CEO-Marketer Divide' - MediaPost

November 2012 - CMO, CIO? You Need an MOO - Successful Workplace

November 2012 - CIOs, CMOs Team Up to Boost Customer Experience - CIO Asia

October 2012 - CIOs Undervalued and Under-utilised: Ernst & Young - ZDnet

October 2012 - Gartner: CIOs Begin 3-Year Shift In Responsibilities - Information Week

October 2012 - BlackBerry CIO on Mobile Security, BYOD and the Modern CIO Role - CIO.com

October 2012 - CIOs Feel Ripple Effect of Chief Customer Officers - Computer World

October 2012 - iPad Mini & iPad 4th Generation: What CIOs Need To Know - Forbes

October 2012 - DNS Becomes as a Security Option for CIOs - CIO.com

October 2012 - 2013 B2B Content Marketing Benchmarks, Budgets, and Trends - MarketingProfs

October 2012 - Does the Rise of CMOs Threaten CIOs? - CIO.com

October 2012 - Your CMO May Be Your New CIO (And What That Means For Enterprise Mobility) - ZDnet

October 2012 - Companies Look for Tech Outsourcing: CIOs Need to Adopt New Skills to Survive - The Economic Times

October 2012 - Eclipse Announces Successful Marriage of CMO and CIO; Enterprise Document Generation Brings Success Story to Marketing and IT - Equities.com

October 2012 - From Dungeon to Corner Office: Evolution of the CIO, Forbes

October 2012 - Elite 8 2012: CIO Michael Fergang Drives Innovation for the Business at Grange Insurance - Insurance & Technology

October 2012 - Managing Change, Starting With the CIO - CIO Insight

October 2012 - The Changing Role of the Bank CIO - Bank Systems & Technology

October 2012 - The Surge of the Strategic CIO - Forbes

October 2012 - The CMO-CIO Alignment Imperative: Integrating Digital to Drive Insurance Enterprise Performance - Insurance & Technology

October 2012- Why Some CIOs Have More Staying Power Than Others -CIO.com

October 2012 - Waiting to play: Overcoming 'The CIO Paradox' - ZDNet.com

October 2012 - SoundOff: What's Keeping CIOs Awake at Night - Fierce CIO

October 2012 - CIOs Must Face the Talent Challenge - CIO.com

October 2012 - Cerberus CIO Richard Alexander's A-Team - Water's Technology

September 2012 - Research: The Devalued Future of IT in a Marketing World - ZDnet

September 2012 - CMOs and CIOs, It's Time to Mend Those Fences - Click Z

September 2012 - More Companies Agree on Big Data’s Benefits Than Its Definition - Marketing Charts

September 2012 - Hey CIOs! Show Your CMO the Love - CIO.com

August 2011 - Are CIOs From Mars? If So, It's Time for CMOs to Visit - Forbes



Driving Revenue Through Customer Relevance - CMO Council

IT in Search of Integrated Service Management - FrontRange

CIOs Leading the Way a Discussion on Transforming IT - Service-now.com



Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

The Transformational CIO: Leadership and Innovation Strategies for IT Executives in a Rapidly Changing World

On Top of the Cloud: How CIOs Leverage New Technologies to Drive Change and Build Value Across the Enterprise (Wiley CIO)

Leading in the Top Team: The CXO Challenge



InformationWeek's Global CIO

Forrester Blog CMO/CIO



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Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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