With the blurring of the line between marketing and technology, you may have heard some talk about the death of the CMO. Rumors of that death are premature, of course, but the CMO role is definitely evolving.
CMOs need to look for ways to build alliances and connections with other departments, particularly IT and finance. As CMOs, CIOs and CFOs work together more closely, knowing how to speak each other’s language will determine the success of the organization.
Embracing the Rise of the Technical CMO. Retail Gazette: “Some believe that the role of a CMO is dead in a traditional sense. Brands must view the change in the consumer landscape as an opportunity to invest in engineering minded, data driven individuals. It is time to invest in those who can understand statistics and learnings from any given marketing campaign and turn them into pertinent messaging. It’s about trusting the risk takers. It’s about having faith in those who can act fast with fast data. The luxury of being able to ‘sit and analyze’ is no longer something most brands can rely on. Digital channels enable customers to dictate and drive changes in market places in an instant. The industry needs to be ahead of the curve and it is technology that needs to lead this.”
CFOs Get Cozy With Marketing Departments. The Wall Street Journal: “Finance chiefs bring fiscal discipline to marketing units, EY found, an indication that there are still cultural barriers to deeper types of collaboration. CFOs want to be more involved in other areas of the marketing, such as helping to identify a company’s product mix and utilizing and analyzing customer data.
The Rise of the ‘Chief Marketing Technologist.’ Media Post: “The ‘traditional’ roles of CMO (chief marketing officer) and CTO (chief technology officer) are blending into a hybrid role, giving birth to a new chief of ad tech: the Chief Marketing Technologist. The rising role comes from a new UK-based research report from demand-side platform (DSP) DataXu.”
Bridging the CIO-CMO Gap. Computer Weekly: “Although almost half of CMOs and CIOs believe their relationship has improved since 2013, there is still an operational gap to bridge. As it stands, 45% of CIOs agree that multi-channel marketing is too complex for one platform, while 42% of CMOs believe that technology is ‘siloed’ and too difficult to use for cross-channel experiences. A good CMO is constantly looking for new and innovative ways to engage the customer, especially digitally, seeking to create compelling and dynamic digital engagement in order to support market leading multi-channel customer experiences.”
Industry Insider: How CIOs and CMOs Can Successfully Work Together. FierceCIO: “The challenges include developing common language, understanding of each office’s needs, establishing well-defined metrics and KPIs that align to the CFO/CEO’s measurements, and removing control barriers between marketing and technology. Once the CIO and CMO have created a level of understanding and alignment, it’s time to foster the rest of the organization behind these efforts and even lead/motivate some of the alignment you both need to be successful.”