The CMO Club in Thought Leadership
with Softtek
SURVEY EXAMINES KEYS TO IT/MARKETING 
COLLABORATION

Digital technology is disrupting the marketing function and redefining strategic objectives by providing businesses access to a wide range of game-changing platforms, tools and capabilities:

  • Data analytics provide granular insight into customer personas, preferences, interests and habits, as well as help marketers predict likely future behavior.
  • Cloud platforms provide flexible access to massive volumes of data.
  • Artificial Intelligence (AI) and machine learning tools identify patterns and correlations, enable scenario modeling and execution of real-time assessments of campaign effectiveness.
  • Automation is being applied to manage campaigns from inception to follow-through, allowing teams to focus on strategic business tasks .
  • Social media represents new communication channels and creates new opportunities to engage, analyze and improve.
  • Mobile devices enable targeted communications, delivery of personalized offers and digital transactions – creating opportunities to fundamentally redefine the customer experience.
These capabilities give digital marketing teams the potential to connect with customers, create immersive experiences, build brand identities based on genuine engagement and become a critical value contributor to the business.

Technology Implementation

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Achieving the potential requires that marketing become involved in implementation of emerging technologies. As marketers increasingly assume the role of technology buyer, they now must play a role in defining and executing a transformation strategy that sets aggressive yet realistic goals and that fully leverages the capabilities of new tools. A key issue here is addressing the obstacles posed by inefficient business processes and outdated – but still essential – legacy systems.

Business Expectations

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Another set of challenges involves meeting a raised bar of business expectations. For the boardroom, using marketing and technology to enhance the customer experience means an opportunity to impact the bottom line – putting the onus on marketers to not only demonstrate quantifiable results, but to identify cause/effect factors that contribute to a successful marketing strategy.

Defining the Tech-Savvy CMO

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In this new world, success requires effective communication and CIO/CMO collaboration. But what exactly does that mean? How much do CMOs need to know about technology? How can marketing teams ensure that they’re effectively communicating their requirements to their IT counterparts? And that they’re clearly understanding the capabilities and limitations of technology?

The CMO Club collaborated with Softtek and surveyed CMO Club senior marketing executive members of large organizations in a variety of industries. 62 respondents addressed the following questions:

  • How much technical knowledge should a CMO have?
  • What’s the biggest risk a CMO faces when investing in technology?
  • What’s the best way that CMOs can collaborate with IT teams?
  • What are the best approaches and tools for training CMOs on technology?

About the Author

Technology and the CMO -
How Much You Need to Know To Make the Best Technology Decisions