The Role ofCIO and CMO Alignmentacross Customer Experience

C I O C M O

Reducedreliance

on IT support Improvedtargeting andsegmentation

Standardizedcustomer

data

Customerengagement

Customerdata security

Campaignmeasurementand analysis

15.4%Year-over-year increase

in company revenue

5xYear-over-year increase

in “social buzz” 4.5%Year-over-year increase

return on marketinginvestments

Aberdeen Group’s research �ndings demonstrate that the primary owner of customer data in 45% of organizations is the CMO. CIO is assuming a similar leading role in only 8% of businesses. Despite the seperate paths that both

functions take as a part of their day-to-day activities, when it comes to delivering superior customer experience a set of activities unite their e�orts

around their most important asset: customers.

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A C H I E V I N G A L I G N M E N T

41%Regular training of marketing

sta� on processes used to manage and analyze customer

data (41% vs. 7%)

63%Ability to generate

personalized content marketing campaigns

based on customer behavioral data (63%

vs. 26%)64%Use customer engagement

results (e.g. customer satisfaction) as key measures

to assess marketing campaign e�ectiveness

(64% vs. 28%)

59%Create tailored reporting of marketing campaign

results based on di�erent criteria (59% vs. 10%)

KEY TAKEAWAYS● Manage marketing activities as an enterprise-level initiative to ensure

consistency of multi-channel marketing campaign messages● Seek expertise of IT team to streamline customer information management

activities throughout the entire organization.● Utilize CEM technology tools to deploy data-driven customer marketing

activities to enhance personalization of multi-channel content marketing programs

2xCompanies with CIO &

CMO Alignment are more than twice (69 % vs.

34%) as likely as their peers to standardize

customer data processes.

2xEstablish security protocols

to protect customer information (76% vs. 38%)