THE CMO and CIOGetting Along for theSake of the Future of Software

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Current State of #Marketing

• Marketers increasingly need technology to do their jobs more efficiently & effectively

• IT fueling companies in today’s age of analytics and big data

• Customer experience is priority

• Companies slowly investing in technology, talent and processes to overcome natural Marketing & IT divide

#FUTUREM #C IOvsCMO @TheLarryWeber

The Role of the CIO

• CIO has 2 key roles: o Internal: More traditional IT measures not

connected to CMO like security, cloud, data, governance, compliance, privacy

o External: Helping CMO select & deploy best marketing automation platforms, software

• To equip employees with the tools they need to be effective

#FUTUREM #C IOvsCMO @TheLarryWeber

What the Future Holds

• Marketing execs will spend more on IT and analytics than technology execs

• Marketing will have the support of the CEO, so CIO must develop strong relationship with CMO

• Many CIOs will report into CMOs

• Long term, CMO & CIO must come together to deliver a clear vision and time tables

#FUTUREM #C IOvsCMO @TheLarryWeber

Keys to a Happy Marriage

• CMOs must tell CIOs how Marketing can benefit from IT innovations

• CIOs must participate in discussions about overall Marketing strategy and objectives

• Agree on mutual focus areas (i.e.: customer strategy) and metrics to measure success

• Build strategy around company’s future growth

• Demonstrate value to key Stakeholders#FUTUREM #C IOvsCMO @TheLarryWeber

IT & Marketing Collaboration

• Purchase & browsing data used to target & retarget shoppers through Amazon.com product suggestions

• Data also used within banners on third-party sites & via e-mail marketing

• Data then plugged back into CRM system to create more finely tuned audience segments

#FUTUREM #C IOvsCMO @TheLarryWeber

IT & Marketing Collaboration

• Analytics used to gain more visibility into their online customer loyalty program

• Management compares loyalty/performance data of

marketing promotions with pizza sales/frequency of transactions, then measures against initial goals

• Mobile commerce campaigns then tailored to more effectively increase average order price/frequency

• Previously, managers spent 80% of their time just gathering the data

#FUTUREM #C IOvsCMO @TheLarryWeber

IT & Marketing Collaboration

• CIO & CMO teams researched customers’ emotional reactions to branding/productso Routine banking: customers felt bored or safe o Securing a loan/mortgage: customers felt more

extreme emotions: fear, hope, nervousness

• ING used data to evolve customer service and company culture

• Used to solve problems from a technical standpoint; now they solve problems from the customer's perspective

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Question & Answer

QUESTIONS?

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Connect with Me

MY BOOKS:• The Provocateur: How a New Generation of Leaders Are Building Com

munities, Not Just Companies (Random House/Crown Business, 2002)

• Marketing to the Social Web: How Digital Customer Communities Build Your Business (Wiley & Sons, 2007, with a second edition in 2009)

• Sticks & Stones: How Digital Business Reputations Are Created Over Time…And Lost in a Click (Wiley & Sons, 2009)

• Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (Wiley & Sons, 2011)

• The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, due out in Spring 2014

TWEET ME: @TheLarryWeber

EMAIL ME: lweber@w2groupinc.com

#FUTUREM #C IOvsCMO @TheLarryWeber