The document discusses the need for greater collaboration between CMOs and CIOs in leveraging technology to improve customer experiences. It notes tensions in their existing relationship with different perceptions of effectiveness. CMOs and CIOs must work to understand each other's perspectives and priorities. Developing a strategic partnership can amplify their unique abilities to understand customers and deliver experiences through technology over time, moving from early stages of conflict to collaboration and joint creation of customer value.

1. 1
Jeff Kubacki
Chief Information Officer
jeff.kubacki@live.com
Marketing Meet IT
Why CMO’s & CIO’s Need to Collaborate More Than Ever Before

2. 2
Objectives
• What is the value proposition – why the urgent need for collaboration?
• What are the baseline perceptions of the CMO CIO relationship?
• What is the CIO being told about Marketing in this new social era?
• Discuss ways to improve collaboration between the CMO and CIO?

3. 3
Dynamic Voice of the Customer
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”

4. 4
Dynamic Voice of the Customer
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
Product Innovation
“Wow, I love this product and need
to tell everybody I know about it. I
wonder what they’ll come up with
next and if I can help design it.”

5. 5
Dynamic Voice of the Customer
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
Product Innovation
“Wow, I love this product and need
to tell everybody I know about it. I
wonder what they’ll come up with
next and if I can help design it.”
Customer Intelligence
“I wish companies understood who I
am. I’m tired of being spammed by
so much marketing. I’m going to put
my experience on Facebook &
LinkedIn.”

6. 6
Dynamic Voice of the Customer
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
Product Innovation
“Wow, I love this product and need
to tell everybody I know about it. I
wonder what they’ll come up with
next and if I can help design it.”
Customer Intelligence
“I wish companies understood who I
am. I’m tired of being spammed by
so much marketing. I’m going to put
my experience on Facebook &
LinkedIn.”
Integrated Business Processes
“This was so much easier than
when I tried it with another
company. I’m going to rate them
online and continue to do
business with this company.”

7. 7
Value Proposition
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
Becoming relentlessly customer-centric and less
focused on the customer as a commodity has major
benefits, including higher revenue and margins.
Indeed, a strong marketing-IT relationship helps
bring more business results to fruition. Now is the time
for enterprises to invest in this relationship.
The benefits to the organization in general, and to the
CMO and CIO in particular, are too big to pass up

8. 8
Objectives
• What is the value proposition – why the urgent need for collaboration?
• What are the baseline perceptions of the CMO CIO relationship?
• What is the CIO being told about Marketing in this new social era?
• Discuss ways to improve collaboration between the CMO and CIO?

9. 9
CMO Council – “CMO-CIO Alignment Imperative
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
The rise of marketing technology and the impact it has
on the CMO/CIO relationship is not a new debate. And
according to the headlines, the tension seems to be
growing.
Neither marketing nor IT believed they were highly
effective partners, more often struggling to achieve
common goals in the race to adopt and keep pace
with rapidly evolving digital marketing capabilities.

10. 10
CMO Council – “CMO-CIO Alignment Imperative
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
Despite their shared conviction that technology was the
underpinning that shaped the entire customer experience, just
4 percent of marketers and 7 percent of IT executives felt they
were very prepared to exploit these digital channels.
More often, IT pointed to marketing’s tendencies to skirt around
IT, deploying its own systems that often did not connect to
legacy infrastructures.
Marketing, on the other hand, pointed to the slow timelines,
reluctance to deploy and a sense that marketing was simply not
a priority for IT as core problems in the relationship.

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Stereotypical Culture Clash
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
Left Brain
Risk Averse
Thoughtfully Thorough
Right Brain
Risk Welcoming
Need for Speed
IT Marketing
Source: Metis Strategy Research

12. 12
Objectives
• What is the value proposition – why the urgent need for collaboration?
• What are the baseline perceptions of the CMO CIO relationship?
• What is the CIO being told about Marketing in this new social era?
• Discuss ways to improve collaboration between the CMO and CIO?

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What is the CIO Hearing?
Gartner Predicts that By 2017, the CMO will Outspend the CIO on IT
Source: Metis Strategy Research; Arthur, Lisa. “Five Years From Now, CMOs Will Spend More on IT Than
CIOs Do”, Forbes.com, February 08, 2012.
$
CMO CIO
2015 IT Spend Distribution
35%
$$
CMO CIO
2017 IT Spend Distribution
>50%

14. 14
What is the CIO Hearing?
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
“Only five years ago, infrastructure kept a CIO up at night. To
be sure, implementations such as ERP are never done, but the
evolution of infrastructure capabilities with the cloud and other
technologies puts most CIOs in a position to spend more time
with the business.
And if you are going to get close to one area of the business,
make that area marketing. You know the back office; now help
with the front office.”
Greg Smith
CEO AND MANAGING PARTNER
iRGONOMIC

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Potential for a Powerful Relationship
Customer Engagement
“Hey that was fun! How were
they able to anticipate my
needs? I’m going to blog
about this.”
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”
Amplify the unique value of each role when serving the customer

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Objectives
• What is the value proposition – why the urgent need for collaboration?
• What are the baseline perceptions of the CMO CIO relationship?
• What is the CIO being told about Marketing in this new social era?
• Discuss ways to improve collaboration between the CMO and CIO?

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Evolving Relationship with Business Partners
Tactical
Enhancements
Project-based Work
Operational
Excellence
Product-centric
Work
x
Executor
Service Provider
Scalability and
Efficiency
Innovator
Focused Product
Partnership
Equal
Stakeholder in
Driving
Business Value
IT Mindset and Culture
Time
Maturity
Working Relationship
Strategic Thought
Leadership,
P&L Accountability,
and Customer-Facing
Responsibility
Source: Metis Strategy Research

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Evolving Relationship with Business Partners
Finding the power in the marketing-IT relationship begins with
changing the mind-set of the CMO and CIO concerning what they
can achieve by combining forces. This means focusing on the
unique strengths of each and on how the relationship will manifest
itself in the organization to make something happen.
Together we are finding and then harnessing power. This occurs in
three steps:
1. Identify the business results that the partnership can
amplify
2. Combine marketing’s unique view of the customer with IT’s
unique ability to create a customer experience using
technology
3. Mature the marketing-IT relationship over time

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Powerful Marketing-IT Relationship Takes Time
Value generated
by marketing-IT
collaboration
+
0
-
Stage of maturity
Conflicting
Coping
Comingling
Collaborating
Creating
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”

20. 20
Powerful Marketing-IT Relationship Takes Time
Value generated
by marketing-IT
collaboration
+
0
-
Stage of maturity
Conflicting
Coping
Comingling
Collaborating
Creating
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”
Teams from one
organization co-locate with the
other, innovation and strategy
processes merge, and products
are delivered to customers
faster

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Powerful Marketing-IT Relationship Takes Time
Value generated
by marketing-IT
collaboration
+
0
-
Stage of maturity
Conflicting
Coping
Comingling
Collaborating
Creating
Source: Gartner Group – “Unlocking the Power of a Great Marketing-IT Relationship”
So blurred is the line between
marketing and IT that the CIO is
as likely as the CMO to be
invited to an enterprise meeting
on marketing strategy.