I never read the Indianapolis Business Journal (IBJ), but it was dropped on my desk today. I skimmed through it after a couple of topics caught my eye, and I landed on an article titled C?O: Chief marketing, information officers see lines blur as customers go digital. Instantly caught my attention because I battle this everyday. The role of the marketer remains: run campaigns, fill the sales funnel, and engage customers, but the way marketers are going about doing just that is dramatically different from what it was ten years ago. So, what about the CIO, and how does that even fit into this conversation?
The CIO is described as the top technology infrastructure executive. They oversee cyber security, disaster recovery, and cloud strategy (yes cloud strategy), and what has really changed within their job description is this, “Involved in making customer data actionable for the enterprise.” I thought that was marketing’s job? Maybe that’s because I am a millennial? In the IBJ article, Jeff Platon, Interactive Intelligence CMO, stated that he has been making some “CIO-like” decisions when it comes to what marketing software to purchase. Organizations of all shapes and sizes are seeing these roles melt together.
Everyone is trying to put the pieces back in place when it comes to social media, mobile, and other data driven strategies. All of the changes come down to today’s new customer. The CMO has to meet the customer where they are and that just so happens to be online and mobile… especially mobile. Gartner Inc. predicts that marketing technology spend will surpass IT’s technology spend by 2017. Marketers are relying on customer data to make strategic decisions and technology investments. Meanwhile, let’s face it, IT has been sitting on this data without even realizing its uses. In the end, neither the CIO or the CMO is going to win this battle. They are going to have to work together to redefine business processes, software purchases, and data usage.
You can read the full IBJ article here if you are ever so inclined (: