The roles of CIOs and CMOs are changing and to achieve digital transformation and provide excellent customer experience, they must work together.
FREMONT, CA: Technology is advancing at a breakneck pace, and with customer expectations on an all-time high, business leaders and marketers are trying to leverage these technologies. However, using the latest technology does not ensure a positive customer experience. A smart marketer analyzes the market trend and assesses the broader business goals before investing in new technology. Additionally, in recent years, emerging technologies such as SaaS and cloud-based solutions have made marketing less reliant on IT. Besides, chief marketing officers and chief information officers never found common ground. A lot of research shows that in today’s focus on digital transformation, CIOs and CMOs need to work together to deliver a better customer experience. Aligning with each other, both the IT and the marketing departments have more opportunities to make smart technology investments.
In the digital age, providing an excellent experience is paramount as customers expect personalized experiences. Owning to that, marketers are drawn to new technological solutions to provide a seamless experience to the customers and give them a competitive edge. However, investing in a new technology without collaborating with the IT department can prove to be detrimental and hinder customer experience. CMOs and CIOs must work in unison to define a governance framework that mitigates risk while embracing innovation.
To collaborate, communication is the key, and both the departments have complains that it is challenging to convey their message to their counterparts. Each group may find the other’s language a bit foreign. Both departments are equally responsible for bridging the communication gap. They must simplify their message into relatable and straightforward terms. Focusing every conversation on the shared goals rather than the knowledge gap may yield positive results. It will minimize the confusion, frustration, and keep everyone focused on the end goal.
Today, the role of a CIO is changing. In the past, CIO’s were viewed as technology stewards, but their purpose is quickly evolving beyond their traditional function as gatekeepers. IT must digitally transform from maintaining backend systems to enabling technologies where user experience is crucial. The need for digital transformation has led IT leaders think like business leaders. They are responsible for implementing new technologies, developing innovative business processes, helping demonstrate a return on technology investments, and ensuring seamless integrations. CMOs can benefit from the new and improved business role of CIOs. Still, they must work in tandem to ensure the long-term benefits and viability of any new technology investment.