Increasing CIO-CMO Alignment

Dateline: September 19, 2014

Welcome to our Friday WRAP – one thought-provoking idea to think about over the weekend.

This week’s idea about the alignment of CIOs and CMOs comes from a recent post on the HBR Blog Network by Mike Sutcliff, group chief executive of Accenture Digital, titled CMOs and CIOS Increasingly See Eye to Eye.   The Accenture annual survey of CIOs and CMOs found that 69% of CMOs say that they need to align and interact with IT on their strategic priorities.  This statistic was 56% in 2013, indicating a continued increase in the importance of digital technologies to the marketing, and ultimately the business, success.  Sutcliff’s post suggested concrete steps to strengthen the CIO/CMO relationship.

How can CMOs and CIOs make progress toward working together productively, rather than letting tensions spoil their teams’ collaborations? In the companies we see leading the way in marketing IT, leaders take specific actions to build trust and improve alignment:

  • Create a crisp vision on how digital capabilities will enable marketing objectives.
  • Prioritize and create the customer experiences that will significantly improve satisfaction and retention.
  • Talk about the promise, price, and pace of service enablement available from external vendors.

How aligned are you with your CMO?  What can you do to increase alignment?

That’s a WRAP!  Have a nice weekend!

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