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.
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.