The MarTech Digest
548.4K views | +25 today
Follow
Your new post is loading...
Scooped by CYDigital/marteq.io
Scoop.it!

5 ways CMOs and CIOs can bridge the gap - Information Age

5 ways CMOs and CIOs can bridge the gap - Information Age | The MarTech Digest | Scoop.it
Mind the gaps: For most CMOs and CIOs, there’s a gap between their traditional responsibilities and their new priorities in today’s data-driven world—gaps that they can help each other address.

Set expectations: One of the essential components in any good relationship is seeing the world from the other’s perspective.

Learn the language and share space

Start small before thinking big

Play nice
CYDigital/marteq.io's insight:

5 ways CMOs and CIOs can bridge the gap - Information Age

 

The CMO/CIO relationship is in many ways more critical than the Sales and Marketing relationship.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Top Seven Ways to Enhance CMO/CIO Alignment - SiriusDecision

Top Seven Ways to Enhance CMO/CIO Alignment - SiriusDecision | The MarTech Digest | Scoop.it
One: Start collaborating: Today’s b-to-b buyers expect a seamless customer experience.
Two: Accelerate customer experiences: Focus combined efforts on an understanding of the buyer’s journey and customer lifecycle.
Three: Productive technology infrastructure deployments.
Four: Robust security and privacy. In the interest of protecting customer, prospect and organizational data, organizations must understand the data privacy regulations in every region they operate in, such as the General Data Protection Regulation (coming in 2018) or HIPAA rules in healthcare.
Five: Common measurements. 
Six: Joint processes and alignment.
Seven: Aligned leadership and communications.
CYDigital/marteq.io's insight:

If you're not aligned by now, it ain't gonna happen.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Marketing Disruption: Role of the CIO - CIO Review

Marketing Disruption: Role of the CIO - CIO Review | The MarTech Digest | Scoop.it
CIOs will need to take on the challenge of marketing disruption with the following approaches:

o Partner with the CMO

o Focus on Marchitecture and Integration

o Help CMOs Evaluate MarTech Options

Key Investments for CRM 3.0
• Business Intelligence Engine

o Supports Real-time Processing

o Flexibility to Ingest New Data Sources

o Scalability

o Data Prep and Analytics Automation

o AI/Machine Learning
CYDigital/marteq.io's insight:

Spot-on. And the CMO needs to reach out as well.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The shift away from bimodal is already happening and CIOs need to get on board -- fast | ZDNet

The shift away from bimodal is already happening and CIOs need to get on board -- fast | ZDNet | The MarTech Digest | Scoop.it
Many CIOs have embraced bimodal IT as a way to create relevance for the technology organization in the age of the customer. With marketing, CX, and other teams increasingly building their own development teams or turning to outside agencies for their technology needs, CIOs have recognized that they need to help drive fast change -- not be a source of friction. They also need to be a source of innovation for the business.

Several CIOs took a shortcut to this end and created a "fast" IT function that sat parallel to the "slow" IT function -- and hence bimodal IT was born.

While many took the bimodal approach, most CIOs now recognize that all of the technology team and function needs to be fast. Yes, some systems change less often than others, but all change needs to be fast. There is no longer an appetite for long, drawn-out, technology-led changes. There is no longer a place for slow IT. Testing can't delay launches, security can't add months to a project, and perfect can't get in the way of fast.
CYDigital/marteq.io's insight:

Perhaps a discussion with your CIO?

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

CMO-CIO relationship – the key to successful marketing strategies is personalisation not segmentation - The Drum

CMO-CIO relationship – the key to successful marketing strategies is personalisation not segmentation - The Drum | The MarTech Digest | Scoop.it
Overall, it’s the CMO’s job to take into account the IT governance and existing systems when purchasing a new piece of software or rolling out a tech-based campaign, to ensure that it performs optimally. Equally, the CIO needs to consider prioritising the development or integration necessary to successfully deploy marketing-critical software.

Alongside the single view of the customer, you also need data to personalise and tailor your service and communications based on what you know about the end user. Fortunately this data is readily available thanks to social media, email, web searches, phone and in-store interactions. However, the volumes we’re dealing in now mean it’s important to work very closely with your IT. After all, the CIO is essentially the company’s information architect.

Together, marketing and IT can work together to make sure customer data is collected, analysed and distributed across relevant teams quickly and efficiently.
CYDigital/marteq.io's insight:

Cybersecurity is the #1 issue that should drive you into the CIO's office.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Don't worry CIOs: You still control tech spending - CIO.com

Don't worry CIOs: You still control tech spending - CIO.com | The MarTech Digest | Scoop.it
Forrester Research analyst Andrew Bartels says the degree to which business executives are putting CIOs in such precarious positions is up for debate because surveys don't paint the whole picture. In short, the statistics vary based on who is telling the tale, with respondents excluding some forms of technology from their consideration.

For example, U.S. business executives Forrester surveyed in 2016 claimed that 32 percent of their total technology purchases were made outside the purview of IT. But Bartels says this can't be accurate because he estimates that 70 percent of all technology spending is on MOOSE, or maintenance fees, outsourcing agreements, telecommunications services, operations and maintenance staff, as well as associated servers, storage, PCs and other hardware equipment IT typically controls. The remaining 30 percent of U.S. tech spending goes to new projects, where business involvement is greatest.
CYDigital/marteq.io's insight:

#1 Factor for CIO involvement: Cybersecurity. The CMO does not want to be on the hook for any lost data.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

5 Things Every CMO Wants Their CIO to Know - CIOReview

There are seemingly endless ways that marketing can work with IT to reimagine business and customer outcomes, but the right support is needed to make this happen. To this end, here are five things CMOs want CIOs to know to help marketing teams do what they do best:

1. Speed Matters

2. Solutions do not Always Need to be Built

3. Understand that We Live for the CX

4. We Need the Right Infrastructure and Tools

5. Be a True Business Partner
CYDigital/marteq.io's insight:

As Brian Wilson wrote: "Wouldn't it be nice..."

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The CMO's Role When Choosing Ad, Marketing Tech - MediaPost

The CMO's Role When Choosing Ad, Marketing Tech - MediaPost | The MarTech Digest | Scoop.it
In separate research underway at Forrester, analysts estimate that 37% of all new tech project spending will be related to the CMO, including marketing automation software, marketing data analytics, mobile apps, and related consulting and staff spending. About 19% is new spending that begins with the CMO but then involves the CIO, and 20% involves a CMO/CIO partnership. Only about 24% is primarily the IT department.  

Bartels explains in the research -- US Tech Market Outlook For 2017 And 2018: Mostly Sunny, With Clouds And Chance Of Rain -- that tech staff spending will rise by nearly 6% from 2017 to 2018. Software will become the fastest-growing category of U.S. tech spending, at more than 9% in 2017 and 2018. Hardware spending will remain low in 2017, with a growth rate of 1%, but there will be an uptick in 2018 leading to 4% in overall spending.

It's important for marketing departments to understand where the money will flow when it comes to technology. Following the tech staff to keep the technology running smoothly, systems integration services will become the second-largest investment segment for companies at $164 billion, followed by software business apps at $155 billion.
CYDigital/marteq.io's insight:

Continued validation behind the growth of MarTech.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How Adobe’s CIO blends IT and marketing - CIO.com

How Adobe’s CIO blends IT and marketing - CIO.com | The MarTech Digest | Scoop.it
Adobe’s IT shop has a group dedicated to managing data insights in constant collaboration with colleagues in marketing. Another IT group works with marketing systems and has developed core marketing business expertise to understand challenges and deliver more effective marketing programs and lead analysis, according to Adobe CIO Cynthia Stoddard.

“We’ve aligned the IT organizations around capabilities and services, and then we have different people in the business that we focus on different subject matter expertise,” she says. “We work very closely with the marketing organization and we definitely have a role.”

The prevailing goal for Stoddard and her colleagues is to take IT and its unnecessary complexities out of the organization. “Whatever we do within IT is to really eliminate IT,” she says. Her group is responsible for implementing self-service tools and making them readily available on any device. While these objectives are most noticeably blurred in the marketing analytics and Software-as-a-Service (SaaS) solutions space, the mission continues throughout Adobe.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No - Customer Experience Matrix

Do CMOs Really Spend More on MarTech Than CIOs?  A New Study Says No - Customer Experience Matrix | The MarTech Digest | Scoop.it
Surveys consistently show that marketing technology is far down the priority list of IT managers.  That wouldn’t be the case if martech spend were equal to all other tech spending combined. Indeed, one of the main reasons that marketers have been eager to take control of their technology has been the neglect, benign or otherwise, shown by corporate IT.

Understanding the real relationship between martech and other systems is important.  Marketers need to recognize that their systems are a small part of a big picture and can’t work independently of the rest of the company. Yes, marketers should control their internal systems. But the IDC figures show that sales and customer service spend more on tech than marketing. So, when it comes to customer-facing systems, marketers shouldn’t expect other departments to simply adopt marketing systems as a new core.
CYDigital/marteq.io's insight:

So if you're a B2B marketer, which would you prefer. And if your'e a vendor, what do you do?

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How to Ensure Marketing Processes Don’t Kill Your IT Team - ReadITquik

How to Ensure Marketing Processes Don’t Kill Your IT Team - ReadITquik | The MarTech Digest | Scoop.it
Here’s how you can do that:
  • Commit to understanding each other
  • Loop each other in from the start
  • Ask the right security questions early
  • Think Holistically: Use tools that connect with other tools
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The Battle Over Analytics: Who Should Lead The Charge? - InformationWeek

The Battle Over Analytics: Who Should Lead The Charge? - InformationWeek | The MarTech Digest | Scoop.it
*Create the role of chief analytics officer -- Employed by organizations in diverse industries, including Duke University Heath Center, Macy’s, GoDaddy, EY, and even the City of New York, this role is responsible for mapping analytics needs and use cases throughout an organization. With a direct line to the C-suite, chief analytics officers match business needs and problems with analytics technology for answers.

*Form a cross-functional analytics team -- Bringing HR, marketing and other functional personnel together with IT can be one of the most beneficial ways to bridge the gap between IT and end users. Enabling these users to become citizen data scientists and use predictive analytics for their own unique needs creates meaningful results for everyone involved.
CYDigital/marteq.io's insight:

Own analytics before someone else owns it.

 

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Who controls the marketing tech stack in 2017: The CIO or CMO? | ZDNet

Who controls the marketing tech stack in 2017: The CIO or CMO? | ZDNet | The MarTech Digest | Scoop.it
  • The CIO and CMO join forces around marketing technology. More closely than a partnership, they literally create a matrixed organization dedicated to digital marketing experience, jointly possessing and wielding much more resources than they could alone. The new marketing IT structure will become experts in both marketing and in marketing technology, using their combined purview to create breakthroughs in integration and customer journey. 
  • CMOs forge ahead, and make up with CIOs on a case-by-case basis. Given the aforementioned pace of the marketing technology business, I believe this is the most likely scnearios, and what I'm actually seeing is fast-growing marketing IT teams being created solely by the CMO, with knowledge by the CIO, but little involvement as long as important lines aren't crossed.
  • CIOs and CMOs align and collaborate across clearly defined responsibilities. The CIO owns the tech stack and the integration between the pieces, and the CMO owns the integrated digital experience itself. This will tend to work better in large companies.
CYDigital/marteq.io's insight:

The greatest normalizer between the two? Where the data resides. That will be the crux of the relationship.

 

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

My, How Technology Brings Us All Together - MarketingCharts

My, How Technology Brings Us All Together - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

MIA: Sales.

 

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

4 truths about marketing expectations that tech execs need to hear - CIO

4 truths about marketing expectations that tech execs need to hear - CIO | The MarTech Digest | Scoop.it
Before purchasing a new marketing software or launching a big marketing initiative for your tech company, it is critical to define realistic expectations for your success. When you do, there are four important things to keep in mind:

1. Marketing can’t replace sales (and visa-versa).

2. It’s not all about leads.

3. There is no substitute for humans.

4. Don’t try to connect every dot.
CYDigital/marteq.io's insight:

What's your strategy, and how do you measure success? From that should come technology.

 

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

An Existential Threat - Forrester

The way forward is complex, but here are a few hints on how you should manage now. 1) Ask your CIO to parse out how much of his or her budget is IT (internal technology) versus BT. Depending on your industry, you should be in the 70/30 range, with a long-term plan of moving to 50/50. You will drive revenue and customer experience with BT -- guaranteeing your company's future. 2) Assess your CIO as to whether he or she has the capability to actually build and manage BT. If he has a high operational IQ but a low customer IQ, you may have the wrong horse for this race. 3) A noxious idea in the tech space is increasing your risk -- "Bi-Modal IT." This philosophy mandates slow change in core systems -- a risk that could ultimately sabotage your customer-facing systems, as we have seen recently in the Delta Air Lines outage. If your CIO is espousing this approach (versus a speedier strategy), your antennae should go up.

CYDigital/marteq.io's insight:

Absolutely, positively applies to the Marketer.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How CIOs can improve B2B social marketing - CIO

How CIOs can improve B2B social marketing - CIO | The MarTech Digest | Scoop.it
  • CIOs can amplify the conversation throughout the C-suite and provide specific examples of how quality social marketing programs benefit the business.
  • CIOs can assume leadership roles by communicating best practices to roll out and support social marketing initiatives, as well as how to measure progress. 
  • CIOs should ensure that social engagement platforms effectively link back to enterprise systems of record, to provide a comprehensive view of the accounts and contacts that enable contextual outreach.
  • CIOs should partner and collaborate with their marketing counterparts to ensure the right controls and policies are in place to effectively manage related efforts, and then make sure they're communicated throughout the company.
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

more...
kris moturi's curator insight, July 27, 2016 9:50 PM

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

Scooped by CYDigital/marteq.io
Scoop.it!

Customers' digital behavior drives CIOs to partner with CDOs, CMOs - CIO.com

Customers' digital behavior drives CIOs to partner with CDOs, CMOs - CIO.com | The MarTech Digest | Scoop.it
Companies are scrambling to deliver software and services that enable customers to better connect with their brands. This is adding new wrinkles for CIOs selected by CEOs to build platforms that deliver on a digital strategy. In some companies, CIOs are partnering on these strategies with CDOs and CMOs. In other, CDOs have taken the digital reins. Gartner said 25 percent of large companies will have CDOs by 2017.

At many companies, marketing and IT have long enjoyed a contentious relationship, with the CMO striving to move fast to get ahead of customer trends with little concern for business risks, leaving the CIO scrambling to pump the breaks. But as customers prefer to connect with their brands digitally, CIOs and CMOs find themselves working together rather than at cross purposes.
CYDigital/marteq.io's insight:

CIOs getting religion.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Forrester calls for CIOs and CMOs to improve their relationship - CIO

Forrester calls for CIOs and CMOs to improve their relationship - CIO | The MarTech Digest | Scoop.it
Not long ago, CIOs and CMOs didn't have much to talk about. The former was traditionally more focused on the technological infrastructure of the corporation, while the latter focused on the customer experience and brand image. Marketing technology has changed all of that.

Forrester released a report that looks at the partnerships between CIOs and CMOs, and how the relationship is becoming vital to businesses. Researchers at Forrester interviewed companies such as Intel Security, IBM, Equifax and PR Newswire, among others, and they also surveyed 14,596 business and technology-decision makers.

"The digital revolution has forever changed the balance of power between organizations and their customers, putting customers more in charge. Whether in B2C or B2B industries, empowered customers have an unprecedented ability to make rapid decisions, weigh and review products with peers, and provide feedback in social channels anywhere in the world. Brand value is now tied to product experiences and the outcomes they deliver," according to the Forrester report.
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

For Success, Marketing And IT Aim For The Perfect Fit - CMO.com

For Success, Marketing And IT Aim For The Perfect Fit - CMO.com | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

At this point, if Marketing and IT are not working together, then Marketing needs to get out of the way of digital progress.

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Four Practical Tips for Resolving the CMO-CIO Disconnect - Profs

Four Practical Tips for Resolving the CMO-CIO Disconnect - Profs | The MarTech Digest | Scoop.it

Dark marketing clouds ahead? Let marketingIO help you see clearly. 

CYDigital/marteq.io's insight:

You mean be nice, be empathetic, be trustworthy? What's that golden rule again?

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The Complexity Challenge Drives Shadow IT - Re/Code

The Complexity Challenge Drives Shadow IT - Re/Code | The MarTech Digest | Scoop.it

"We’re on the edge of a precipice in the enterprise-tech industry, and most people don’t even realize it.

The problem? The technology developments that have driven some of the greatest advancements in business — things like software as a service (SaaS), virtualization and analytics — have come with costs. Not just monetary costs, but also what I call complexity costs.

Shadow IT is essentially defined as skunkworks projects that provide some of the services or capabilities that IT traditionally offers, but that are done without the permission, or even knowledge in some cases, of the IT department. For example, a shadow IT project may leverage a cloud-based service to put together a simplified version of a mobile application like the one described earlier that delivers only, say, 80 percent of the functionality, but in significantly less time.

Many established IT vendors as well as IT departments themselves painted themselves into this complexity corner over the last 10 to 15 years, and the big question now is, how do they get out of it? The truth is there is no easy answer, and as long as companies continue to depend on any older, legacy systems, these kinds of complexity challenges will continue to exist."


iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Marketers Should Protect The Customer Journey - ClickZ

Marketers Should Protect The Customer Journey - ClickZ | The MarTech Digest | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

CYDigital/marteq.io's insight:

Yet another reason for Marketing and IT to work together.

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Deloitte Digital: Chief Marketing Officers invading IT turf - Enterprise Irregulars

Deloitte Digital: Chief Marketing Officers invading IT turf - Enterprise Irregulars | The MarTech Digest | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                             

CYDigital/marteq.io's insight:

Ahhhh, data to untangle the whole CMO v. CIO. And looky looky: 71% bridge the gap. Finally data that disproves this internal "war." That BS gets flushed. 

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Deloitte: CMOs, CIOs play nice together because of the customer - VentureBeat

Deloitte: CMOs, CIOs play nice together because of the customer - VentureBeat | The MarTech Digest | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

CYDigital/marteq.io's insight:

And that's the way it needs to be across the board.

more...
No comment yet.