IT & marketing make waves together
What happens when CMOs and CIOs get on the same wavelength? IBM’s Yuchun Lee provides two examples:
+ Papa Gino’s, a Boston-based pizza chain, is quickly comparing data from all marketing and promotions programs with sales and transaction frequency to tailor its mobile commerce campaign for better performance. Previously, managers spent 80% of their time just gathering the data.
+ING, a leading bank in the Netherlands analyzed customer emotions at different points of contact and changed its customer service operations accordingly.
CIOs are experienced analysts who understand the full potential and implications of technology, while CMOs are growth- and market-driven brand experts with an external lens. But as marketing channels continue to evolve and grow ever more quickly, the partnership between the CMO and CIO is without question a logical step. Together, these two positions can help one another in the ultimate goal of understanding and serving the demanding and digitally adept customer and driving revenue growth.
