How has or should the relationship between the CMO and the CIO have evolved over the past few years, and what factors have contributed to this evolution?
The shift towards digital and data-driven marketing has revolutionised the mindset and skill set required for marketing success. It is not enough to solely have a marketing automation tool; true digital marketing involves leveraging customer data to create personalised and ideal customer experiences.
To achieve this, marketers must embrace digital practices and develop clear customer journeys that encompass all touch points and moments of truth. This requires effective segmentation, customer profiling, and utilising the marketing automation tool to engage with customers at the right moments.
However, it is important to strike a balance between digitisation and human interaction, particularly in the B2B environment. Customers still value personal assistance and immediate help from knowledgeable experts. Therefore, organisations must ensure that digital interactions are complemented by human touch points when they matter most.
Adopting a growth mindset is essential in this digital landscape. Marketers should continuously update their knowledge, stay abreast of the latest trends and tools, and have access to relevant information platforms and learning initiatives.
Aligning marketing initiatives with the organisation's digital transformation strategy requires a transversal approach and collaboration across departments. The process should focus on the complete customer journey, considering the customer's desired experience.
In the past, the CIO primarily focused on internal processes and operational excellence when purchasing tools. However, in the digital age, it is crucial to involve the customer in the decision-making process. The CIO and CMO should closely examine how customers want to be helped and ensure that tools and data acquisition methods align with those preferences.
Maintaining a central database that collects all relevant customer data (e.g., invoicing, satisfaction, usage) enables personalised and tailored communication. Additionally, presenting a consistent look, feel, and tone of voice across all customer touch points contributes to a cohesive digital transformation strategy.
While digital marketing technologies enable data-driven approaches and digitisation, it is crucial not to overlook the importance of human interaction and personalisation. Ethical considerations and privacy protection should guide the implementation of AI and other technologies to avoid crossing boundaries.
Organisations must strive to speak the common language of the customer and understand their needs. Recognising the limits set by privacy conditions, the CMO and CIO must jointly monitor data quality, data protection, and privacy to maintain trust and context.
Furthermore, networking events and opportunities for CMOs and CIOs to share information and insights are invaluable. These events foster collaboration, provide a platform to discuss combined topics, such as the use of emerging technologies like ChatGPT, and highlight the continued importance of striking a balance between digital and human contact.
In conclusion, the relationship between CMOs and CIOs has drastically evolved in the digital age and has pushed them towards collaboration. They must speak the same language, align strategies, and prioritise the customer experience. Marketers need new mindsets and skill sets for data-driven marketing while balancing digitisation with human interaction. Aligning marketing initiatives with digital transformation requires collaboration and focus on the customer journey. Adopting digital technologies must consider ethics, privacy, and the value of human interaction. By embracing these principles, CMOs and CIOs can successfully navigate the digital age together.