Why CIOs need to get to know their CMOs
- 22 August, 2012 10:57
Sales and marketing departments are pushing the technology agenda in many organisations and CIOs that don’t work more closely with CMOs potentially risk diluting their value.
This is the view of senior executives at customer experience software provider Thunderhead.com, who believe that the need to engage customers across multiple channels is driving greater collaboration between CMOs and CIOs. In fact, Gartner recently predicted that by 2017, CMOs will outspend CIOs on IT.
Marchai Bruchey, chief customer officer at Thunderhead, said the increasing requirement for customers to be in control of how they interact with an organisation is driving this trend.
“In the past, CMOs looked at market segments and how they [sell] to a particular segment, whereas customers are now demanding that they are the segment,” said Bruchey. “To do that, CMOs are going to have to need some serious analytics and [need to] partner with the CIO to get access to that data.
“It’s about how you [transform] that information into meaningful insights to serve the customer in a more personalised manner. We are seeing a shift in the market where everyone in the organisation is focusing on what the customer wants.”
Martin Davey, executive vice president, industry solutions at Thunderhead.com, added that organisations now need to interact with customers across a variety of channels simultaneously, including mobile and social media platforms.
This means that they need to identify where customers are, the information they have consumed on an organisation’s website, where they are located, which products they are using to consume information, and even their social profile.
Consequently, CIOs need to work with CMOs to analyse this data and get it ready for it to be used by the business. To do this, they must have a good understanding of the key performance metrics of each one of their organisation’s lines of business.
“Increasingly, the CIO has also got to aggregate information from outside the organisation; from web analytics to Facebook or Twitter,” said Davey. “[These channels] are all data thieves that can contribute to an oversight of the customer.”
According to Davey, CIOs need to find a way to collect data from both external and internal channels to provide the business with the data sets that it needs.
Thunderhead.com has been operating in Australia since 2005 and some of its major customers include Allianz, AMP, Bendigo Bank, the Department of Defence, ING and Sunsuper.
Download the CIO Australia iPad app CIO Australia for iPad
Join the CIO Australia group on LinkedIn. The group is open to CIOs, IT Directors, COOs, CTOs and senior IT managers.
Why change management doesn’t work
Larry Page wants to see your medical records
Dual-Persona Smartphones Not a BYOD Panacea
After two-year hiatus, EFF accepts bitcoin donations again
CIOs struggle to deliver timely mobile business apps: survey
Cloud Computing for Midsize Businesses: Delivering Innovation and Efficiency
It’s time for midsize companies to start thinking differently about infrastructure. This white paper provides a brief overview of cloud computing, explains how midsize companies can benefit, and describes the steps they can take to take advantage of what it has to offer. Read now.
World Quality Report - The State of Quality 2012
The most comprehensive assessment of the current state of enterprise application quality and testing practices available from around the world. With our 1550 respondents, Capgemini, HP & Sogeti bring you the full report. Download today.
Agentless Security for Virtual Environments
Virtualised datacentres, desktops, and cloud computing should be secured by the same strong protection technologies as physical machines. However, traditional agent-based solutions that are not architected for virtualisation can result in a number of significant operational security issues. Find out more about the first agentless security platform solution.