A CIO-CMO Disconnect

Share this content:
A CIO-CMO Disconnect
A CIO-CMO Disconnect

Emilio Carbone knows that the rapid-fire pace of today's marketing can contain dangers: Become complacent even for a moment, and the competition could nick your customers faster than a pickpocket snatching a wallet. So when Carbone sets a goal, he wants to move on it now. This applies to everything from launching a new campaign to implementing new marketing technology.

For this reason cloud-based tools are Carbone's go-to solution when he has a strategy or problem that requires a bit of technical wizardry to support it.

As CMO, Carbone's approach has helped Rocket Toys launch far ahead of the competition. But all is not fun and games to CIO Robin Frye. Carbone's more tactical, less strategic approach to technology has created data and operational silos both within the marketing organization and between marketing and such customer-facing groups as customer service and sales. While Carbone is focused on getting the job done, he's overlooking long-term issues like integration and scalability.

Frye understands Carbone's motivation for moving at breakneck speed, but she also knows that if she and Carbone were to collaborate more, he would continue to get what he needs quickly while the company's long-term strategies would improve.

Frye just learned that Carbone is researching marketing automation tools. She thinks it's a perfect opportunity to demonstrate to Carbone the benefits that collaboration would have on the marketing department and the organization as a whole.

Carbone, however, rebuffs Frye's initial offer to assist in the software selection process. Frye thinks she took the wrong approach, but is struggling to find the right one—to her, partnering seems like an obvious benefit.

Click here to see what our readers had to say.



Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above