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:
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 A key issue here is addressing the obstacles posed by inefficient business processes and outdated – but still essential – legacy systems.
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.
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: