I read an article this morning called "Digital transformation: CIO / CMO and the crisis of confidence".
The author warns CIO's that they need to stay relevant as Marketing gets more of the overall IT budget. It encourages the CIO to fight to stay relevant. It is right to do so, as SAAS (Software as a Service) tools essentially eliminate the need for network administration for these functions.
However, I think the key takeaway for CIO's is that there is an incredible opportunity to expand their role in business strategy.
Think about how implementing new technologies like a CRM tool can drive better customer service operations. How will more integrated customer data allow you to retain customers longer and increase CLV?
My advice to CIO's: Schedule a meeting with your Marketing counterpart today and discuss how you can work together to build the marketing technology landscape rather than fighting it.
My advice to CMO's: Schedule a meeting with your IT counterpart today and discuss how you can work together to build the marketing technology landscape rather than not involving them.
Accenture suggests five imperatives for CIO/CMO alignment
Identify the CMO as the chief experience officer (CXO).
Accept IT as a strategic partner with marketing, not just as a platform provider.
Agree on key business levers for marketing and IT alignment, such as access to customer data vs. privacy and security.
Change the skill mix to ensure that both organizations are more marketing- and tech-savvy.
Develop trust by doing just that—trusting.