Weak relationship with IT hampers CMOs

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CMOs must work closely with IT to capture data, leverage insights and improve customer experience.

The conclusion, coming from “CMO Insights on the Journey Toward Digital Agility”, released by the CMO Club in partnership with Oracle Marketing Cloud and Accelent Consulting, showed that digital marketing is helping CMOs receive customer insights that are rich, real-time, real world, 360 degrees, predictive, and actionable.

The report noted that using digital marketing to get closer to the customer is now more important than increasing sales.

It also pointed out that the top three CMO priorities to drive digital marketing agility include enhancing the customer experience, improving competitive position, and increasing sales.

“Through the turbulence of marketing transformations, the one steadfast hallmark of successful CMOs around the world is customer-centricity,” said Pete Krainik, founder and CEO of The CMO Club. “However, CMOs need digital agility to unlock the rich insights that enable true customer-centricity.”

“The need to act faster and adapt to changing customer and market needs has put the concept of digital agility front and center," added Barbara Angius Saxby, managing director & founder of Accelent Consulting.

To meet these priorities, CMOs need to work with IT to design and integrate the right infrastructure.

As the report noted, this is also the greatest barrier for many surveyed CMOs.

“To achieve maximum ROI, it's critical that the CMO and CIO invest in open technology approaches and platforms that allow their organization to maximize the marketing technology investments made yesterday and today, while easily integrating the ones that come tomorrow," said Sylvia Jensen, senior director, EMEA Marketing, Oracle Marketing Cloud in a press release.

Further reading:

Internet shutdowns are impacting global CMO budgets

Uncertainty will see CMOs stretching their dollars with digital in 2017

Why CMOs should not give up on traditional marketing channels