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How The CMO Should Talk To The Company CIO

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This presentation shares 4 strategies a CMO and a CIO of a company can use to leverage their experience, communication, vision and overall team objectives for total business success and growth. The way that business is evolving now means that CMOs and CIOs now need to work more closely together than ever. From search marketing consultants at http://www.chaosmap.com

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How The CMO Should Talk To The Company CIO

  1. 1. 1 “How the CMO Should Talk To the Company CIO” (4 Key Tips To Make A Difference)
  2. 2. 2 The relationship between many CMOs (Chief Marketing Officer) and company CIOs (Chief Information Officer) is strained at best. This has been a difficult relationship since almost the beginning of time. And it’s probably a really fundamental issue – the fact that they are usually such different people. On the one hand you have someone who is creative, has to think outside the box, likes to let things flow, and is usually pretty outspoken and extrovert (without wanting to generalize!). And on the other, you have someone who works with rules, within parameters and specifics and are often more introverted. They are two completely different minds, and for some people this is a recipe for success and for others, can turn into a complete disaster. The problem is that these days each one cannot just stick to their office or floor, amongst their teams and try to forget that the other one exists. The way that business is evolving now means that CMOs and CIOs now need to work more closely together than ever.
  3. 3. 3 The Impact Of Big Data (and you thought it was just a marketing buzz-word!) The business world today is much more dependent on their IT department’s ability to gather and analyze big data. There is so much data that you need specific analytic programs, tools and processes to be able to properly see trends and patterns. This data is vital in measuring the successes and areas to be improved on as a business and especially in marketing. And who can do this? The CIO and team. Why the CMO and the CIO should be friends? The relationship between the CMO and the CIO has never been more important for each of them. With the technological advances, we are seeing far more data available. This data is essential for a business to move forward, and it can only be collected, analyzed, presented and used if the CMO and the CIO work in perfect harmony. ● What’s in it for the CMO? – Whether a marketer is pitching, updating or evaluating marketing strategies or whether they are trying to come up with new ones, it is essential that they can see the effectiveness of past ideas and campaigns, as well as any market research which might have been carried out. The CMO needs to have the right specific information so that they can either make their point or see what factors have made past campaigns successful. And this is done by having the right data, asking the right questions and analyzing and presenting the information in the right way – all of which the CIO can do.
  4. 4. 4 ● What’s in it for the CIO? – The information technology team are essentially there to provide an internal service to the company, but also provide external facing systems and tools (company website, API integrations and much more). This means helping in many different ways, from fixing/replacing computers, patching software, keeping the network secure, databases and software stability and to providing the information for other people within the company to do their jobs properly. By having good, open channels of communication between the CIO and the CMO, the information side can help to provide the right data, and present it in the right way, hence cementing their value to the continuing growth and success of the company. ● What’s in it for the Business? – This really is the crux of the subject. There are a number of ways that this new-found friendship can be integral to the success of the business: - Evolution – by working together, the business can evolve much quicker. By each of them giving the other the information that they need, and this collaboration will push the business forward much faster. Shared Skill Sets – Over time, each will begin to develop some skills which they have learned from the other. This means that both will be able to do their job better, communicate between each other better and drive the business forward better and quicker. Boost Customer focus – Instead of straining themselves on getting along and their relationship, CMOs and CIOs can begin to start focusing on the really important thing – the customer and the way that they help them. Marketers can focus properly on fulfilling their goals, and the CIO can focus on getting the right data for them.
  5. 5. 5 Personal and Conflicting Communication When it comes to two people, there is always a possibility that they won’t get along on a personal level. However, when it comes to the CMO and the CIO, regardless of the potential polarization of their personalities, a professional relationship must be attempted. This relationship needs to be one of mutual respect and understanding (and maybe patience) of the other’s job and working methods. You are not the same and probably never will be the same! So what can you do to create and nurture this new beautiful relationship? Here are the 4 ways that a CMO and CIO should communicate with each other: ● Try to understand the way that each other work. The importance of deadlines, working methods, even how and how often they communicate. Make sure that you tell the other of the expectations that you have of them, and realistically of what you can deliver for them. ● Be as clear as possible. Information technological people generally have logical, scientific minds. So if you are a marketer, try to set out information in a way that they will clearly understand and process it. This way, they can help you to get the right data that you need. ● Be prepared for the unexpected. Sometimes it will be in the best interests of the company if you (or they) change something. It might be annoying or not something that you usually do, but try to embrace changes and not complain or refuse.
  6. 6. 6 ● Remember, you’re a team. Even if you don’t have much in common on a personal level, you do on a professional one – the long term success of your business. Try to make this the focus of everything that you do, and bear this in mind when times get trying. It’s about the goals of the business, not personal or individual preferences or agendas. The relationship between a CMO and CIO can be a difficult one to manage, due to the nature of human psychology and work focus, but it is one that is essential for total success. The two roles are becoming increasingly linked together and this is why it is important to work on this relationship. The better that you can work together with mutual respect and understanding, the more effective both of your roles will be within a business. ABOUT THE AUTHOR: Jon Rognerud is a recognized authority on SEO, who has spent more than 20 years creating and managing web and marketing projects from small to large companies, including positions at online giant Yahoo!. He is the founder of Chaosmap.com, a leading Fortune 500 search marketing communications company in Los Angeles, CA. He plans, builds and delivers profit-making SEO, PPC and Social Media training, consulting as well as breakthrough speaking seminars. He also writes practical tips on his website, http://www.jonrognerud.com