1. 1. THE EVOLVING RELATIONSHIP BETWEEN THE CIO AND CMO Matthieu Vermeulen February 2015
2. 2. Lets start with this
3. 3. From their press release At Lenovo, we make every effort to provide a great user experience for our customers. We know that millions of people rely on our devices every day, and it is our responsibility to deliver quality, reliability, innovation and security to each and every customer. In our effort to enhance our user experience, we pre- installed a piece of third-party software, Superfish (based in Palo Alto, CA), on some of our consumer notebooks. The goal was to improve the shopping experience using their visual discovery techniques. CMO
4. 4. From their press release, part 2 We stopped the preloads beginning in January. We shut down the server connections that enable the software (also in January), and we are providing online resources to help users remove this software. Finally, we are working directly with Superfish and with other industry partners to ensure we address any possible security issues now and in the future. CIO
5. 5. While strategy is the differentiator for creating competitive advantage, operational efficiency is a prerequisite Michael Porter Many marketers focus on marketing strategy - branding, positioning, segmentation, tone of voice - neglecting operational marketing efficiency Marketing efficiency = up-to-date IT environment & tools
6. 6. How businesses compete in 2016 The world according to Gartner Customer experience will be the battleground marketers are fighting over Use customer data will determine marketing success Digital commerce will be inextricably linked with marketing Marketing will set the strategy for not just marketing technology, but for all customer-facing technology Marketing innovation will come out of the closet Source: http://blogs.gartner.com/laura-mclellan/5-predictions-marketing-2016/
7. 7. Marketing is changing because
8. 8. Now Good companies have the best customers and deliver the most memorable experience. Then Good companies have the best products and show the most memorable advertising.
9. 9. Now Good marketers are smart listeners. Then Good marketers are smooth talkers. www.MarketingGovernance.com 200
10. 10. Now Marketers are process and data driven. They create relevant dialogues and guide customers to relevant content. Then Marketers are project driven. They create campaigns and target the potential audience. www.MarketingGovernance.com 2004-2015
11. 11. Now New technology facilitates the sharing of information. Then New technology facilitates the management of products. www.MarketingGovernance.com 2004-2015
12. 12. Trends in marketing in topics Digitalization Automation 1:1 targeting Mobile Data, data, data Capture revenue opportunity > accountability
13. 13. Now IT solutions are leased as a service. Then IT infrastructure is owned by the company.
14. 14. Then Systems had a life time of a few years. Now Mash-ups, APIs, data-integration, mobile.
15. 15. Now Social media, BYOD, NSA, anonymous. Then Communication was controlled and secure.
16. 16. Now Big data in the cloud. Then Database.
17. 17. Digital IQ by PwC According to PwCs recent Digital IQ Survey of almost 1,500 IT and business leaders, 70% of top- performing organizations have strong relationships between the CIO and the CMO. Yet overall, the CIOs relationship with the CMO was rated among the lowest in the entire C-Suite, with only 51% of all respondents reporting it as strong.
18. 18. Organizational business challenges Marketing vs. Selling Security vs. Agility Data vs. Privacy Cost Center vs. Profit Center Change Management vs. System Customization Service Quality vs. Tech Quality Customer Experience vs. Systems Complexity Social Media vs. Confidentiality Disruptive Changes (Uber, Kickstarter, Airbnb, Apple Pay, etc.)
19. 19. CMO Products and Advertising Talkers Campaigns Products & Features CIO Systems and hardware Guardians Developers Quality assurance Demand Support Then
20. 20. CMO Experience Listeners Dialogue Sharing stories CIO Cloud & Social Facilitators Coordination Integrators The overlap between the CIO and CMO remit can best be understood as the area where Customer Experience is defined This implies a shared accountability requiring new KPIs This means changes in reporting and cooperation needs Most of this is driven and facilitated by digital technologies CX Now
21. 21. Addressing the organizational challenges Define decision governance between CMO and CIO Embrace transparency Embrace data, use it to define actions Hire the right people, build the right teams Hire new hybrid talent Pilot before you implement Plan, pivot, continue Measure and report
22. 22. dashboards is key to manage and monitor this change
23. 23. Where to start It all has to start with a top-level agreement between the CMO and the CIO to work together and have a common view of the assets that are needed for the company to succeed.
24. 24. Branding & Marketing Solutions Expert - Innovation Strategist - Top 100 Social Seller in Singapore - Speaker & Blogger matthieu.vermeulen@gmail.com | @mattvermeulen | sg.linkedin.com/in/matthieuvermeulen/ Matthieu Vermeulen
25. 25. Sources http://www.mckinsey.com/insights/business_techn ology/getting_the_cmo_and_cio_to_work_as_part ners http://blogs.gartner.com/laura-mclellan/5- predictions-marketing-2016/ Interview with the Lenovo CTO: http://bits.blogs.nytimes.com/2015/02/24/lenovos- chief-technology-officer-discusses-the-superfish- adware-fiasco/?_r=0