Transformative Times Call For Tighter CMO-CIO Ties

Marketing has always been a front-facing department, moving at breakneck speed to plan and implement new solutions. IT has traditionally worked behind the scenes, taking a more methodical enterprise approach.

So it’s no wonder that over the years there has been little collaboration between the two groups. But with digital transformation and adoption of so many emerging technologies and tools, it’s time for the two groups to form a tighter union that empowers a new paradigm for co-ownership of objectives, such as customer experience and revenue-generation programs.

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CMOs Partnering With CIOs Yield Mixed Results

While more and more CMOs we talk to are actively engaged in partnering with CIOs on projects ranging from enterprise digitization and martech adoption to customer experience and revenue-generation programs, many are frustrated with the results. 

Marketers certainly see the value in collaborating closely with IT leaders and their staff to meet department goals and objectives that can be positively impacted with enterprise data and predictive analytics techniques. In the process, they also understand that an IT team that understands marketing’s obstacles and challenges affords them an opportunity to become more active business partners. 

Based on recent client experiences, however, each side has a different perspective on why projects stall or fail, and what it takes to form a mutually beneficial relationship.

Read on: Reasons CMOs cite for failed partnerships and projects

Improve CX by Sipping Data Through Straw, Not Fire Hose

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Do you ever feel like you’re drinking marketing data from a fire hose when what you really need to improve customer experience is a narrow straw?

There are currently so many digital tools that enable all kinds of data to be captured — within CRM systems, analytics solutions and databases — that marketers can be overwhelmed trying to find a needle in the haystack. The result is that despite lots of investment in the latest technologies, they’re still not meeting their customer experience and revenue goals. In fact, in the 2017 "U.S. Customer Experience Index" report from Forrester, not one company studied in any industry reached a level of CX excellence.

Finding the CX Needle in the Haystack

So, what does it take to leverage all that data to improve the customer experience? It requires a data overhaul; effective analytics of that data and new AI-based tools to better engage with customers.

Read the full article on Target Marketing.

It’s Time to Recruit IT to Improve Customer Experience

Until recently, marketers have been able to plan and implement their martech strategies and programs largely independent of IT.

Now, however — with the proliferation of AI, machine learning, chatbots, big data analytics and other advanced Martech 2.0 capabilities — it’s time for IT to step out of the hallway shadows and become more visible as a business driver and marketing partner.

This is particularly true and necessary considering what’s at stake; namely, the promise Martech 2.0 holds to spur revenue growth by improving customer experience.

Read the full article on MarTechExec.

Five gaps marketing leaders must close with IT to improve customer experience

In today’s world where consumers are continuously bombarded with marketing messages; delivering the right ones, in the right context, and at the right time is essential.

More than ever, marketing teams are expected to drive revenue growth and, in a maturing telecom industry, exceptional customer experience and timely, relevant messages that hit the mark. Frankly, this is where telecom, media, and entertainment (TME) firms will succeed or fail.

Increasingly, a larger share of technology spending is being earmarked for marketing; specifically, initiatives focused on customer experience that incorporate technologies like big data, artificial intelligence, and machine learning. Simultaneously, organizations seek to integrate their existing marketing technology (martech) with new enterprise-wide investments to essentially create MarTech 2.0.

Read the full article on Enterprise IoT Insights