Digital transformation accelerated in XNUMX because it had to. The pandemic made social distancing protocols necessary and revved up online product research and buying for businesses and consumers alike.
Companies that didn’t already have a robust digital presence were forced to develop one quickly, and business leaders moved to capitalize on the torrent of data digital interactions created. This was true in the BXNUMXB and BXNUMXC space:
Η πανδημία μπορεί να έχει χάρτες πορείας για ψηφιακό μετασχηματισμό με ταχύτητα έως και έξι χρόνια.
Πολλά τμήματα μάρκετινγκ έχουν κερδίσει τον προϋπολογισμό, αλλά οι δαπάνες για προϊόντα martech παραμένουν ισχυρές:
Σχεδόν το 70% σκοπεύει να αυξήσει τις δαπάνες της martech τους επόμενους 12 μήνες.
If we were in the digital age before COVID-XNUMX, we’re now in the hyper-digital age. That’s why it’s so important that CMOs and CIOs work together closely moving into XNUMX. CMOs and CIOs will need to team up to deliver a better customer experience, drive martech innovation through integration, and improve efficiency.
Ομαδική εργασία για να προσφέρει μια καλύτερη εμπειρία πελατών
CIOs and CMOs don’t always collaborate on deployments — shadow IT is a real issue. But both department leaders are focused on customers. CIOs create the infrastructure that marketing and other lines of business use to reach out to and serve customers efficiently and effectively. CMOs use the infrastructure to generate customer profiles and execute marketing campaigns.
If CMOs work with the CIO to make decisions about martech deployments and cloud solution purchases, they can improve the customer experience through improved data and application integration, which is in everyone’s best interest. As more people engage companies through digital channels, the business’s need to deliver personalized, relevant experiences is more critical than ever, and CMO-CIO collaboration is the key.
Υπάρχει επίσης μια νομισματική συνιστώσα στην περίπτωση για μεγαλύτερη συνεργασία CMO-CIO.
Το 44% των εταιρειών πιστεύουν ότι η καλύτερη ομαδική εργασία μεταξύ του CMO και του CIO μπορεί να αυξήσει τα κέρδη.
Οι ηγέτες των τμημάτων μάρκετινγκ και πληροφορικής βρίσκονται στην πρώτη γραμμή της υπερ-ψηφιακής επανάστασης, οπότε η επιτυχία στον κόσμο μετά την πανδημία εξαρτάται εν μέρει από την ικανότητά τους να συνεργάζονται.
Ενσωμάτωση για την MarTech Innovation
Many CMOs who are on a martech buying spree to support expanded digital outreach decide not to consult with their CIO before making a technology purchase. It may be because they’re worried about delays when they need a point solution deployed quickly to complete an initiative. Or maybe they don’t think it’s important to coordinate and don’t want a second opinion on the choices they’ve made.
But looking at CIO input as outsider meddling is a mistake. The truth is, CIOs are experts at integrating data, the expertise that CMOs need when deploying new solutions. CMOs can start to build a positive, productive relationship with the CIO by reaching out before a finalizing a martech purchase, treating the consultation as a partnership.
Integration is driving the next phase of martech innovation, so this is the right time to strengthen the CMO-CIO relationship. The basic integration functions many martech solutions include usually aren’t capable of handling more advanced configuration, so CMOs will need integration expertise that they probably don’t have in-house, and CIOs can help.
Σημείο απόδειξης: Πώς η ενσωμάτωση δεδομένων μέσα στο CRM οδηγεί την αποδοτικότητα τώρα
Most BXNUMXB marketers already have a proof point on the importance of data integration and its capacity to improve efficiency and drive innovation. BXNUMXB marketers who have added their company’s CRM to the marketing solution stack can create reports using data that is credible with everyone, from sales colleagues to the board of directors and CEO.
Marketers who use funnel metrics, tracking and monitoring leads inside the CRM, can improve efficiency by identifying and correcting process issues. Marketers who have the tools to accurately attribute revenue to campaigns using CRM data can invest more efficiently by consistently allocating budget dollars to campaigns that generate the best returns.
With integration support from IT, CMOs can oversee projects to produce even more efficient operations, including automation and other technology-driven marketing innovations. By working closely with the CIO, CMOs can get the support and expertise they need to maximize automation’s possibilities.
Οι ΚΟΑ μπορούν να κάνουν το πρώτο βήμα
If you’re ready to build a closer relationship with your company’s CIO, you can take the first step by creating a sense of empathy and trust, just as you’d start any other business relationship. Invite the CIO to have a cup of coffee and informal chat. There’s much to discuss since martech solutions are evolving and becoming increasingly sophisticated.
You can talk about ways to work together to improve the customer experience, drive innovation and improve efficiency. You can explore new channels of cooperation, all based on working together for the benefit of the company and its customers. When CMOs and CIOs team up, everyone wins.