0845 226 8170 or arrange a call

CMOs and CIOs ‘must collaborate’

Driving up customer engagement levels within businesses requires collaboration between the marketing and IT arms of organisations, according to a new report from Forrester.

The firm’s annual State of Digital Business report has warned that many chief executive officers have not yet realised the importance of facilitating this connection.

Polling business leaders across the UK and the US, Forrester found that there is currently a major disconnect between chief marketing officers (CMOs) and chief information officers (CIOs), which could cause problems further down the line, reports the Drum.

This is especially true for companies that are trying to effectively incorporate CRM processes into their marketing offering, as this should ideally bring together the best of both departments.

Although 74 per cent of executives report that their company has a digital strategy of some kind in place, there is a “wide disparity” between cross-departmental strategies, according to the report.

“While marketing has been the principal driver of digital initiatives up to 2014, going forward firms must take a more comprehensive approach to digital transformation and avoid simply bolting digital onto the existing business,” said report author Nigel Fenwick.

“Digital business requires both digital customer experience and digital operational excellence. Without the CIO as a digital partner, chief marketing officers will tend to approach digital as a bolt-on approach to customer engagement.”

Many companies across different sectors have shown themselves to be enthusiastic about new digital strategies in recent years, realising that this is an increasingly value-adding channel and a low-cost way to connect with their customers.

However, those industries without a great deal of expertise in this area (such as service-providing organisations like law firms) will need to work hard to catch up with their counterparts.

Ensuring that CMOs and CIOs can work together effectively will go some way in this direction.

Check out Redspire’s newest white paper on the subject of customer engagement to find out how your digital strategy can impact on your buyers.

Customer engagement white paper

The following two tabs change content below.
Paul McLaughlin

Paul McLaughlin

CRM Specialist at Redspire
Paul comes to Redspire with over 15 years of business development experience in various fields; most recently in business intelligence, CRM and Outsourced Technology Projects. Paul is tasked with ensuring all aspects of the client’s relationship with Redspire are developed and nurtured. He is in charge of deploying the right resource, consulting with key stakeholders and ensuring customer experience is of the highest quality.
  • Would you like a free trial of Microsoft Dynamics CRM 2013?
    Sign up here and get your 30-day free trial for 25 users immediately. No credit card required.

    Your E-mail*