CMO and CIO Need to Work Together

We’ve been reading and commenting about CMOs and CIOs lately (for example, see Is There a Blurring Line Between CIO and CMO?).  With the maturing of Customer Experience Platforms (CXP or CXM) and Marketing Automation, the interplay between marketing and technology is rapidly growing.

Virginia Backaitis published today at CMSWire an article titled Hey CMO! Hey CIO! Work Together or Lose Everything. She argues, as we have done here at Perficient, that CMOs and CIOs need to be in lockstep when it comes to digital strategy and customer engagement.

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Ms Backaitis shows an image from Gartner showing a Digital Transit Map – a hypothetical map of how all the technologies, marketing teams, and everyone are connected. The map is complicated because there are so many different technologies and people involved.

Here are a couple of her tips to get starting working better together.  You can read the article on CMSWire for the rest of the tips.

1. Look at your business processes. Imagine them with the customer at the center of everything you do. Literally. Walk a mile in your customer’s shoes.
2. Look at what it’s like to do business with your company. Ask: is it easy? Is it satisfying? Learn the customer’s journey first-hand.

I think many CMOs and CIOs realize that they must work together, but of course there are many who resist.