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It’s Risky Business When CMOs Tackle Tech Alone - CIO

It’s Risky Business When CMOs Tackle Tech Alone - CIO | 21st Century Public Relations | Scoop.it

Digest...


There is a downside to not involving IT…

 

1. Forrester found that "CMOs who go it alone often overlook key integration points to provide a consistent customer experience across all enterprise touchpoints. CMOs who are not involved in technology design, decision-making and management risk creating an infrastructure that does not tightly align to the marketing vision."

 

2. New technology has all sorts of follow-on costs, from integration to training to replacement to total cost of ownership. Forrester has a clever acronym for ongoing outlays: MOOSE, or the cost to maintain and operate the organization, systems and equipment.

 

3. When a martech vendor underperforms, many CMOs find themselves locked into a long-term commitment, a soured relationship and no recourse. If the CMO involved the CIO before signing on the dotted line, chances are good that the CIO negotiated contract outs as well as an ironclad service level agreement.

 

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iNeoMarketing's curator insight, October 16, 2014 7:28 AM

I think we're aware of MOOSE, but #3 is one that makes practical sense, especially with regards to a review of a contract so that multiple eyes have seen it (covering thy butt).

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Innovation Excellence | Bridging The Chasm Between Technologists & Marketers | #TheMarketingTechAlert

Innovation Excellence | Bridging The Chasm Between Technologists & Marketers | #TheMarketingTechAlert | 21st Century Public Relations | Scoop.it

Advanced/ Digest...


There’s a deep organizational chasm between [marketing and technology]. But worse, each has their own language, tools, and processes. Plain and simple, the two organizations don’t know how to talk to each other, and the result is the wrong technology for the right market (if you’re a marketer) or the right technology for the wrong market (if you’re a technologist.) Both ways, customers suffer and so do business results.

 

The biggest difference, however, is around customers. Where marketers pull, technologists push – can’t be more different than that. But neither is right, both are. There’s a huge need for translators – marketers that speak technologist and technologists that talk marketing. But how to develop them?

 

To transcend the language barrier, don’t use words, use video. To help technologists understand unmet customer needs, show them a video of a real customer in action, a real customer with a real problem. Technologists don’t believe marketers; technologists believe their own eyes, so let them.

 

To help marketers understand technology, don’t use words, use live demos. Technologists – set up a live demo to show what the technology can do. Put the marketer in front of the technology and let them drive, but you can’t tell them how to drive.  Marketers don’t understand technology, they understand their own eyes, so let them.

 

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iNeoMarketing's curator insight, February 4, 2014 10:16 PM

You know what? This could work!


The article talks to the issue of product development, but the techniques suggested are applicable to the IT vs. Marketing battle regarding marketing technology, and could very well build a bridge so that resources are optimized.

Rachael Johnston's curator insight, November 19, 2014 5:44 PM

There is a Chasm between technologists and marketers, neither one knows what is going on with the other one. When consumers have a need they pull for innovation and inventors push back at them. Meanwhile, marketers see the product and consumer engagement and determine what the need was (and still is). The marketers are one step behind. The marketers must join with inventors to help push the product/service on the consumer by pulling them in through content creation/curation, social media, and SEO. 

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7 things marketing wants to say to IT - Computerworld.au | #TheMarketingTechAlert

7 things marketing wants to say to IT - Computerworld.au | #TheMarketingTechAlert | 21st Century Public Relations | Scoop.it
Attention, IT: As marketing goes all-digital, your CMO needs more from you than back-office support. Are you ready to be a marketing partner?


Advanced/ Digest...


Computerworld caught up with several CMOs and marketing executives to find out what they'd ask of IT if they could speak frankly. Read on to discover their seven key requirements.

1. Understand our new KPIs

2. Deliver on analytics

3. Guide my technology spend...

4. ... but let me run my own systems

5. Loosen the handcuffs, please

6. Teach us how to dive deep

7. Help us meet our customers wherever they are

 

CMOs say they need IT to have a keener understanding of these requirements so they can design systems with the agility that marketing now requires. In many organizations today, marketing handles all customer interactions -- outbound, inbound and those happening on social media -- and they need technology that allows them to interact with customers at any time in any of those media.

 

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Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox:  http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).


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iNeoMarketing's curator insight, February 10, 2014 9:26 PM

Probably the best article I've read outlining marketing's requirements from IT: sensible, defensible and logical. It can act as a blueprint for your internal discussions.