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Cio News & Analysis

The Myth of Cooperation Between Marketers and IT Pros

digital marketing, Marketers Working with IT Professionals: Total Myth?

Wait, what? Only about one out of four marketers describe marketing and IT as strategic partners.

We thought we were in the "Marketing and IT, Sitting in a Tree..." era? All we seem to hear is how marketing and IT must work together, break down silos and even report to one another.

What happened to all that? But the statistics are hard to deny. A full 74 percent of marketers dismisses the wishful thinking about marketers and techies living happily together, according to the Teradata Data-Driven Marketing Survey 2013.

So what to do? Teradata thinks it can help.

The analytic data platforms, marketing applications and services company in partnership with Forbes Insights today released a new research study for CMOs and other senior marketing decision makers worldwide titled, “Breaking Down Marketing Silos: The Key to Consistently Achieving Customer Satisfaction and Improving Your Bottom Line.”

Missing the Boat on IT and Technology

2014-29-April-Ship-Launch.jpgWhen you look at surveys of CEOs, such as the one by PwC in 2014, McKinsey in 2013 and IBM in 2012, they reflect what we should all know: that the innovative use of technology is one of, if not the primary, enabler of business innovation these days.

Whether it’s connecting with the customer (as referenced by IBM), obtaining market insights (through analytics including big data analytics -- see this discussion of a McKinsey report), or simply finding new ways to deliver products and services to customers, technology is a critical driver of business success.

In Defense of the CIO: Why the Role is Important

customer experience, In Defense of the CIO: Why the Role Will Not Fade Away

We've said a lot about the chief information officer this month.

The CIO role will fade away. CIOs should report to CMOs. Innovation escapes CIOs because they don't have the time.

So what do you think, Mr. CIO?

Mr. CIO for us today is Ian Cox, who was a finalist for the British Computer Society’s CIO of the Year award in 2011 and was also ranked among the top 100 UK CIOs for 2012 by CIO Magazine.

Will the role of the CIO fade away?

"The suggestion that the executive functions of the CIO could be subsumed within another C-level role is to misunderstand and grossly undervalue the role of the CIO," the London-based Cox told CMSWire. "In effect it is saying that what a CIO does can easily be done by another C-level role, that being a CIO doesn’t require specialist knowledge or skills in the same way as other senior roles do. This couldn’t be further from the truth."

CIOs Say There's No Time to Innovate

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Most of the readers coming to our site rank working with a good team ahead of other factors in terms of job satisfaction. Even more so than being paid fairly.

A lot of those readers are CIOs.

So while we know what's making some CIOs happy at work, how are they spending their work days? Constellation Research reports that while CIOs prefer to spend their time on innovation projects, most spend their time trying to reduce the cost of IT delivery.

The findings came in Constellation's annual survey on CIOs -- "The Evolving Role of the CIO in an Era of Digital Disruption" -- released this week. "In the shift toward dominating digital disruption, CIOs can only move as fast as their organization’s DNA will allow while driving transformation," wrote Constellation's R "Ray" Wang, founder and principal analyst.

Goodbye CIO? Why the Role May Ultimately Disappear

social business, Goodbye CIO? Why the Role May Ultimately Disappear

Those young ones walking around with their heads buried in their smartphones and tablets? As in everybody in the up-and-coming business generation?

They'll render the chief information officer (CIO) role obsolete, the leader of an enterprise analytics software and solutions company told CMSWire.

"What was a CIO in the past?" asked ClickFox CEO Marco Pacelli. "A creator and an innovator who made information available to the business faster and more accurately. Well, now that is over, and an entire generation of extremely tech smart kids have grown up."

Yes, them. They may not be getting as much fresh air as their preceding business generations, but they are immersed in technology, almost by default.

"They are used to constant change, the next best thing and having all the information they want at their fingertips," Pacelli said. "The CIO is falling behind and can’t keep up with the demand. It will be all about the data."

Should the CIO Report to the CMO?

It was the "wow" moment of the business conference.

Meghan Walsh, senior director of eCommerce Platform System Management for Marriott International, told the Gilbane Conference in Boston in December that the CIO reports to the CMO at her organization.

“Ooh.” “Aah,” came murmurs from the crowd.

Well into 2014 now, the topic of CIO and CMO is still a hot one. Do people believe it's an effective C-Suite strategy? Depends on who you ask and what type of organization it is, information technology and marketing executives told CMSWire.

A Primer on CMO, CIO Collaboration

A Primer on CMO, CIO CollaborationThe lines between the CIO and CMO are blurring as the two roles become increasingly intertwined, led by marketing’s move to focus more around technology and great digital experiences. From quickly creating websites for different campaigns to managing customer analytics and back-end data, today’s marketers have a required skillset that often overlaps with that of the CIO, who has traditionally managed and maintained a company’s IT infrastructure. For that reason, CMOs are becoming integral decision makers when it comes to buying and operating a company’s technology assets.

Who Decides What Tech to Buy?

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No matter what way you look at it, IT departments and Chief Information Officers (CIOs) still control technology purchasing decisions in most businesses. Despite evidence to suggest that the business side is increasingly involved in IT decision making, the buck generally stops at the CIOs desk.

According to new Forrester research, business-controlled technology decisions — meaning business executives choose, implement and run applications without CIO involvement — was as low as 6.3 percent in 2013, despite repeated claims over the past year by CIOs that they are losing control of IT budgets.

Digital Marketing Files: Crowded Technology Landscape? Bring It On!

customer experience, Digital Marketing Files: Crowded Technology Landscape? Bring It On!The marketing software vendor landscape is nine times the size it was a little more than two years ago. 

The flooded market was represented in Scott Brinker's latest Marketing Technology Landscape, which determined there were 947 marketing software vendors out there split into 43 categories around six major classes. 

And we trust the landscape's even bigger than that. Brinker himself admitted as much in an interview today with CMSWire.

CDO Roadmap: Craft Strategy, Avoid New-Tool Tsunami

2014: The year of digital? That wouldn't be accurate since we are well into the era of digital.

But it's here -- and today we share insight from one of digital's biggest fans, David Mathison, the curator for the Chief Digital Officer Summit. As we embark on the next 365, we asked Mathison to explain the role of a chief digital officer (CDO) and some focus areas for 2014.

Hey CMO! Hey CIO! Work Together or Lose Everything

Business partners shaking hands

Chief Marketing Officer, meet the Chief Information Officer. You two are going to have to learn to work together — otherwise your company will suffer, it may even go out of business and both of you will almost surely lose your jobs.

In yesterday’s world, that statement might have seemed outrageous. But we’re living in the age of social, mobile and big data, where the customer and the customer’s experience rules. And this era will be won not by the company that crafts the most seductive messages or creates the best products, but by the one that gets the right information, in front of the right consumer, at the exact moment that person is ready to pull the trigger and buy.

That, my friends, is a data game. It takes two (teams of) people with very different skill sets to make it happen. The companies who rule the future will have to leverage the best of what IT and marketing each has to offer. Welcome to the world of big data driven marketing.

Should CIOs Report to Marketing? Ridiculous? It's Beginning to Happen

There was shock and awe at the Gilbane Conference earlier this week when the crowd learned that Marriott’s Chief Information Officer (CIO) reports to the company’s Chief Marketing Officer (CMO). Some saw it as the beginning of a trend.  

SAP Says: Link Revenue to Social Media to Show ROI #gilbane

Return on Investment

BOSTON -— Social media marketing programs are sexy. But do you know what’s even sexier? Social media marketing programs that tie directly back into sales, conversions and strong leads.

SAP North America’s social media program was featured during this morning’s keynote on Day 1 of the Gilbane Conference here at the Westin Boston Waterfront Hotel.

CIO Reports to CMO: Technology Under Marketing? #gilbane

BOSTON -- Marketing and technology need to get married. Not the spur-of-the-moment kind of marriage that ends in two years, but a systematic, well-planned, engaging, long-lasting kind of marriage that starts with a 250 person, $85 a person prime rib dinner wedding that continues 50 years later.

That’s the message this morning on Day 1 of the Gilbane Conference here from Scott Brinker, founder and CTO of ion interactive.

Forrester Report: Do We Need Chief Digital Officers?

Why do organizations need chief digital officers (CDOs)?

Or, better phrased: do organizations need chief digital officers?

“Not all organizations do,” Martin Gill, vice president and principal analyst for Forrester Research, told CMSWire. “Many have internal leaders capable of owning the digital agenda and driving digital transformation, but for many firms, digital is something new, challenging and difficult to master. One of the ways in which CEOs are signaling their desire to drive digital transformation is by appointing a senior digital role ... the chief digital officer.”

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