“The CIOs having difficulty today are the ones that are arguing, complaining, and whiney about why their job has changed,” says technology consultant and self-described huge fan of data and data analytics Eric D. Brown.
And Brown would know. He is consistently working with CMOs and CIOs to help them and their companies more effectively use data. “The CIO is still fighting for control.”
But Brown has found that “really good CIOs and really good CMOs find a way to work together and bridge the gap between the two groups.”
The problem is, CIOs are hesitant to have marketing involved in data. “That’s their job—managing data for the organization,” he explains. But CMOs and marketing groups also see the value of data. For CMOs, data helps them answer a lot of questions and “helps them find new approaches to the market and to their customers,” continues Brown. “CIOs, on the other hand, they’ve always had tons of data.”
The best CMO/CIO partnerships exist within organizations that Brown sees doing the right things with data, including asking the right questions and constantly reevaluating metrics used. “The CIOs struggling are the ones complaining about why their job has changed and still grasping for control as budgets move to marketing, and CMOs and marketing professionals own more technology,” he says.
A business that has an effective data strategy is one that’s positioned for success.
“The business then has difficulty because they’re not able to combine the best of both worlds in using data in the best way,” Brown explains. He elaborates on the idea more in a recent blog post, Woe the CIO.
The business results are much better for CIOs and CMOs that do work together. According to Brown, “They become really good partners in helping drive data strategy for business.”And a business that has an effective data strategy is one that’s positioned for success.
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