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The MarTech Digest
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![Marketing and IT Execs Collaborating More [Infographic] - Profs | The MarTech Digest | Scoop.it](https://img.scoop.it/1yQJvEPY-Upwfwt6TaiukvL6dadsvGA8m9WNoVsbzkY=)
This scoop comes to you compliments of ineomarketing.com. 
Richard Guha's curator insight,
April 1, 2015 8:59 AM
The CMO is becoming the largest spender of IT dollars, as Marketing become more and more Big Data dependent.
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![[FREE] Neustar | Align Marketing And IT To Meet Today’s Business Goals Report | The MarTech Digest | Scoop.it](https://img.scoop.it/A8CjpMHd0xpBWhuDrCRcf6WwCjYPSNRaTxwW-1h4YRQ=)
Neustar and Forrester conducted a study of 260 enterprise marketing and IT decision makers to research the alignment between IT and marketing. Intermediate/ Excerpt... In today’s age of increasingly connected consumers, market leaders are those who create exceptional digital experiences while protecting customer data. Download this thought leadership paper today to see the results of a Neustar-commissioned study conducted by Forrester Consulting about IT and marketing priorities and concerns, and the different business unit group interactions that enable — or hinder — key business initiatives today.
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Marteq's insight:
It's a quick registration to access the report, and although it's a bit of a derivative from previous Forrester pubs, it's a worthwhile read.
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Attention, IT: As marketing goes all-digital, your CMO needs more from you than back-office support. Are you ready to be a marketing partner? Advanced/ Digest... Computerworld caught up with several CMOs and marketing executives to find out what they'd ask of IT if they could speak frankly. Read on to discover their seven key requirements. 1. Understand our new KPIs 2. Deliver on analytics 3. Guide my technology spend... 4. ... but let me run my own systems 5. Loosen the handcuffs, please 6. Teach us how to dive deep 7. Help us meet our customers wherever they are
CMOs say they need IT to have a keener understanding of these requirements so they can design systems with the agility that marketing now requires. In many organizations today, marketing handles all customer interactions -- outbound, inbound and those happening on social media -- and they need technology that allows them to interact with customers at any time in any of those media.
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Marteq's insight:
Probably the best article I've read outlining marketing's requirements from IT: sensible, defensible and logical. It can act as a blueprint for your internal discussions.
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Many CMOs see their digital future, but still struggle to make the case across the executive ranks. Key excerpt... What do these "digital CMOs" do differently? They experiment aggressively. They hire smart digital natives — and empower them. They partner with great agencies. They have the humility to admit what they don't know, the courage to toss out the old playbook, and the confidence to allow digital metrics to illuminate the results. Some hire a chief technologist. Sometimes it's a peer to the CMO, perhaps a chief digital officer, which Gartner predicts will be present in 25% of enterprises by 2015. Sometimes it's a chief marketing technologist reporting to the CMO, which Gartner already finds in 70% of marketing organizations today. In both cases, this role is the designated left brain to the CMO's right. Digital CMOs also think beyond digital marketing. They look for opportunities to create digital experiences and revenue streams enabled by the nexus of forces, which is Gartner's description of the convergence and mutual reinforcement of social, mobile, cloud and rich information. The collision of these factors unlocks opportunities to reach and engage with consumers across the physical and virtual worlds, drawing them closer with targeted, contextually relevant experiences and offers.
Marteq's insight:
In the article, the author points to the often-repeated Gartner projection "that by 2017, the CMO's technology budget will exceed the CIO's." We can restate this to read that marketing technology budget will exceed the IT budget. Do you honestly believe that the CIO will not state the case to control this budget? Example: the role of the Business Analyst falls in the IT domain. Could this concept be extended to cover digital marketing? Of course it can. The CMO MUST lay claim to the marketing technologist, otherwise the CMO will be marginalized.
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Key excerpt... But listening to Craig frame the rapid evolution of marketing operations, it struck me that marketing operations may be the right home for marketing technology leadership. Either the head of marketing operations is effectively the chief marketing technologist, or a chief marketing technologist reports to him or her. This wasn’t a particularly brilliant leap of intuition on my part — Craig came right out and said it: “The marketing operations leader becomes the CIO of marketing. Dealing with the marketing systems and the way that marketers use them is a role for marketing operations.” The difference between a marketing technology office and a marketing operations group, however, is that marketing operations encompasses a broader collection of interrelated operational responsibilities, covering ROI, accountability, process optimization, and marketing enablement:
Marteq's insight:
Easy to say that we've always believed this, but having said that, we've always believed this! Our take: it's not the CMO who should interact with the CIO on a tactical basis, rather, it's the IT manager who interacts with the Marketing Operations guru (who is a part of the CMO's organization). The MOM(!) knows technology, MOM knows marketing, MOM understands all the pieces. Without MOM, the CMO is subject to the Business Process analyst (ugh).
Mayer Becker's curator insight,
April 23, 2013 10:42 AM
No collection of articles about marketing operations and technologies is complete without a few words from Scott Brinker.
Mayer Becker's comment,
April 23, 2013 11:50 AM
Absolutely agree! As marketing operations lead, I held a weekly meeting with our IT Service Manager to review objectives and budgets, and handle issues as they came up (like budget reductions).
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At this point, if Marketing and IT are not working together, then Marketing needs to get out of the way of digital progress.