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![[Tribune] L'alliance DSI et du Directeur Marketing : une nécessité, pas une réalité | B2B OP TBS | Scoop.it](https://img.scoop.it/6vfkAq66oZxaXo66UDb-sjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Une exploitation optimum de la data impose le rapprochement stratégique des directions marketing et information. Comment mener à bien cette nécessaire transformation ? 
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Intermediate/ Digest...
So how can you bridge the chasm between CMOs and CIOs? Much of why CMOs and CIOs haven't collaborated effectively can be traced to poor communication. Neither role has done a very good job of grasping the needs and challenges of the other. However, by getting better at articulating needs, developing a level of empathy, and working to understand the larger needs of the business, CMOs and CIOs can start developing a valuable and strategic partnership.
CMOs can do a few things to address these issues and foster closer relationships with their CIOs. For starters, CMOs must expand their understanding of the organization's technology stack, a critical step toward developing digital marketing strategies that employs a company's existing IT investments. CMOs also must get more familiar with the changing needs of the business, such as how the rapidly evolving consumer landscape affects every functional area of their business.
Perhaps most important, however, CMOs must do a better job of looping CIOs into their technology purchase decisions.
Meanwhile, CIOs must also do their part to bridge the gap, starting with developing a better understanding of the fast-changing marketing landscape through which CMOs are navigating.
Additionally, CIOs can build trust with CMOs—who have traditionally looked upon IT as a slow-moving service bureau rather than a partner—by offering their input in vendor evaluation and selection without insisting on final approval of those selections.
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Via Marteq
Marteq's curator insight,
February 20, 2014 8:42 PM
More on the continued relationship challenges between CMOs and CIOs. Note: I've yet to see a study that reports on the opinions of CMOs and CIOs. Kinda think someone should ask them. |
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Advanced/ Excerpt... Visionary: Looking into the crystal ball to find the edge in the marketplace and communicate short and long term goalsStrong Ego: Creativity is important but confidence to rise above the cynics is critical to implement your visionRisk Taker: Differentiation is needed for success. Taking risks, being fearless of failure, and learning from actions is how innovation occurs. Acting and failing today is often more valuable than delaying and missing an opportunity tomorrow. We learn from our failures, inaction isn’t as quite as forgivingSimplistic: “Less is more” but not always easier. Simplification is difficult but in today’s market, there is no other way“Ear to the Ground” Mentality: Representing the voice of the customer – the CMO must understand their wants and needs to tailor the best strategy for the ever-changing, culturally diverse, global customerAce of all Trades: As we continue to see IT and Marketing converge, the CMO needs to understand what makes other departments tick and speak their language. By 2017, the CMO will spend more on IT than the CIO and needs to be an expert outside of MarketingTech-Savvy: Speed kills and understanding the technical landscape allows the CMO to not only develop a strategy, but also see the project through from end to end – rather than handing it off to the CIOData Driven: Big Data has taken business by storm and is the ultimate treasure chest of information. Transforming it into Smart Data is the key that unlocks the goldRevenue Focused: Bells and whistles are great, so are fancy commercials but at the end of the day, nothing is more important than increasing revenue. Understanding the value of each initiative is a critical piece toward becoming a best run businessCross Departmental Liaison: “Marketing is the connective tissue between sales and product teams with the voice of the customer at the center” said Nick Besbeas, VP of Marketing at LinkedIn. Each team is critical in its own way, but to provide the best experience for the customer, the CMO needs to ensure integration
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Via Marteq
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