Infographic: CMOs and CIOs Fight for Customer Centricity

Share this content:

Marketing and IT departments in many companies are waving their white flags and calling a truce. These once heavily drawn battle lines are beginning to blur now that the two organizations realize that they're fighting for the same thing: customer centricity. In fact, according to the study “Big Data's Biggest Role: Aligning the CMO and CIO” by SAS and the CMO Council, 80% of marketers and 88% of IT executives cite joining forces to achieve customer centricity as a main priority. And what's their secret weapon to achieving this customer-centric union? Big Data. According to the study, 40% of marketers and 51% of IT heads say Big Data is “critical” to delivering customer-centric programs.

However, establishing a customer-centric mind-set can be an uphill battle. According to the study, 33% of marketers and 31% of technologists believe that customer-centric cultural attributes have only been partially implemented within their corporations. What's more, 52% of marketers and 45% of IT executives list functional silos as a top hindrance to customer-centric endeavors because silos stall customer data development and profile development.

To thrive as a team, both departments must assess their strengths and weaknesses. When it comes to marketers admitting their own faults, 55% cite insufficient data analytics and intelligence modeling as their biggest obstacle in achieving customer centricity, while 32% blame a shortage of IT integration management resources for their lack of customer-centric programs. In fact, 34% of marketers wish they had a middleman who understands and can counsel them on marketing, IT, and financial resources and strategies. According to Gartner's 2013 “U.S. Digital Marketing Spending Report,” many companies have already hired these hybrid positions as 70% of companies polled have a chief marketing technologist on staff, 80% of whom report to the marketing department.

As for IT, according to SAS and the CMO Council, 62% of respondents say they want to be involved in customer engagement conversations earlier and more frequently. Likewise, 39% of IT heads are fighting for consistent customer strategy meetings and resources that include both marketing and IT.

 

We know you love infographics. Check out some more Direct Marketing News originals.

Get collaborating. See you at DMN's Marketing&Tech Summit on June 20 in San Jose, California.

close

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