You are probably well aware that the potential profitability of your organization rides on the consumer perceptions you provide. However, you may not know that there’s some relationships in the suite you have to manage right before you can deliver on some great consumer experiences.
- There’s one relationship in the C-suite you have to get right before you can deliver on those great consumer experiences — the one between the Chief Marketing Officer (CMO) and Chief Information Officer (CIO).
- A healthy partnership between these two executive positions is what helps companies like Nike deliver seamless consumer experiences across retail stores, ecommerce, and mobile by tying together technologies like in-store interactive kiosks, mobile apps, GPS technology, and online interactions.
- With marketing technology spend on track to exceed overall IT spend this year, if CIOs don’t work closely with CMOs to help guide those tech purchases, this friction is likely to stick around.
“Because the digital landscape changes so quickly, and marketing is under pressure to quickly adapt to consumer needs, CMOs have found it difficult to wait for IT to test and approve their requests.”