Wednesday, January 8, 2014
Published in the Economist today
Money talks. It's common knowledge that people with money tend to get what they want, and today’s business dynamics are no different. A new Accenture study shows that CMOs are claiming more of the tech budget share. Much to the chagrin of CIOs, it is coming out of the IT purse.
Regardless of how much injustice CIOs feel, the success of their companies is increasingly reliant on their teams learning to align with CMO teams whose priorities—and very nature—are incredibly different from their own.
CIOs and IT professionals are, of course, very good at evaluating and implementing complex software processes. They have been doing that for CFOs forever, which is one of the main reasons they are not going to be rolled under the marketing umbrella anytime soon.
Despite the fact that marketing professionals have tended to see IT as more of a support organization, they now need the CIO for the same reason finance always has: they need the technical expertise to help them choose the right system and then implement it. So, rather than have the CIO report to the CMO, they need to work together in a true partnership to make sure that they get the right sales support technology for their businesses.
But how will that work? Beyond the inherently differing priorities of the CIO and the CMO (case in point: protecting data vs. using data), IT people and marketers are two very different breeds. So we find ourselves with yet another example of why diversity is so important in today’s environment. Marketing, as we have already discussed, is becoming increasingly digital, so the “creative types” will need to learn to work with the more technical staff, and the “math nerds” will have to figure out how to deal with people whose main concern is responding to the capriciousness of public interest.
There is no doomsday on the horizon for CIOs. CMOs need them just as much as ever because the systems that marketers want and need are technologically sophisticated. Just because they are in the cloud doesn’t mean that creative types know how to buy them and run them. In order for a business to be successful, both teams are going to have to come to an agreement on what is important and adapt to achieve their goals—together.