We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,258 News Articles

How to Tell If IT and Markerting Have a Good Relationship

1. IT and marketing jointly fund projects.According to research by Frank Cutitta, CEO of the Center for Global Branding, marketing technology projects go most smoothly when the funding comes from both departments. "When both had budgetary skin in the game, there was an acceleration factor in implementation and higher success rates," he says. "So key process indicators related to time-to-market and [staying] on-budget for new initiatives were positively affected."

2. Vendor costs are down. When CIOs and CMOs collaborate, they report significant savings from reducing duplicate expenses and from getting greater leverage with existing vendors, Cutitta says. "As more of these legacy vendors add social media solutions to their existing portfolios, this leverage will become more important."

3. Marketing efforts are coordinated across multiple channels. Many vendors can assist marketing with, say, a social media campaign. But to coordinate a message across multiple customer-facing venues is something only IT can do, Cutitta says. "If a marketing campaign is only executed in one channel--say the website but not the call center--that's a bad sign."

4. Better products get introduced more quickly."If you create an environment where IT and marketing can form a partnership, you're going to see faster time-to-market for new products," says John Murray, CIO at Genworth Financial Wealth Management. "And the products will more fully exploit their technological capabilities."

For more on CIO-CMO relationships, see " 6 Ways CIOs Can Make Peace with CMOs."

Read more about customer relationship management (crm) in CIO's Customer Relationship Management (CRM) Drilldown.


IDG UK Sites

Acer Aspire R11 review: Hands-on with the 360 laptop and tablet convertible

IDG UK Sites

Apple Watch release day: Twitter reacts

IDG UK Sites

See how Framestore created a shape-shifting, oil and metal based creature for Shell

IDG UK Sites

Apple Watch buying guide, price list & where to buy today: Which Apple Watch model, size, material,?......