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Heard on the Street – Trending Marketing Operations Topics for 2014 | SiriusDecisions Blog | #TheMarketingTechAlert

Heard on the Street – Trending Marketing Operations Topics for 2014 | SiriusDecisions Blog | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From www.siriusdecisions.com - January 27, 2014 7:58 AM
Marketing operations top trends and issues of 2014 according to the pros.


Advanced/ Digest...


-- >  Alignment gets strategic. The topic of sales and marketing alignment never gets old. But the conversation has moved beyond tactical issues (such as marketing qualified lead and sales accepted lead conversion rates and handoffs) to more strategic concerns such as developing an integrated funnel management approach with sales.

-- >  Measurement moves beyond ROMI (return on marketing investment). The goal of the underlying marketing operations effort is to get a seamless flow of data across systems and determine how to best leverage market intelligence and data insights to drive the business, instead of being exclusively focused on measuring marketing ROI.

-- >  CMO and CIO roles blur.

-- >  Marketing operations evolves. Marketing operations pros are looking ahead, speculating as to how their roles may change.

-- >  Operations helps lead change. With the great changes sweeping marketing organizations –evolving buyer behaviors, revolutionary technologies, and new org structures – comes the opportunity for marketing operations to take a huge change management role.

 

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Joemktg's insight:

CEO will be filled by the CMO, and the CMO will be filled by Marketing Operations. Marketing Technology is the driving force. You could debate it, but you'd lose.

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The CMO-CIO Disconnect: Close the Gap, Improve Customer Experience - Accenture | #TheMarketingAutomationAlert

The CMO-CIO Disconnect: Close the Gap, Improve Customer Experience - Accenture | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From www.accenture.com - September 3, 2013 7:25 AM
Accenture Interactive’s CMO-CIO survey reveals how a disconnect between the two groups is hindering digital marketing and the customer experience.


Key excerpts...


Dig deeper, though, and CIOs feel a greater need for alignment. Nearly eight out of 10 agree that alignment is needed, compared to just over half of CMOs.

 

Worse, only one in 10 marketing and IT executives say collaboration is at the right level. Despite their growing understanding that they must be more closely aligned, CMOs and CIOs have a trust issue. Both functions focus on building other C-suite relationships before investing in the marketing-IT relationship. As a result, the two functions are disconnected in how technology should support and enable improved marketing performance.

 

Notably, CMOs expect much quicker turnaround and higher quality from IT, with a greater degree of flexibility in responding to market requirements. CMOs view the CIO organization as an execution and delivery arm at a time when they should consider IT as a strategic partner and involve CIOs when planning new marketing investments.

 

[F]ive imperatives emerge to build trust and improve alignment between the CMO and CIO functions:

  1. Identify the CMO as the chief experience officer (CXO).
  2. Accept IT as a strategic partner with marketing, not just as a platform provider.
  3. Agree on key business levers for marketing and IT alignment, such as access to customer data vs. privacy and security.
  4. Change the skill mix to ensure that both organizations are more marketing- and tech-savvy.
  5. Develop trust by doing just that—trusting.
Joemktg's insight:

I've expressed my thoughts on this many times: you MUST build the relationship with the IT organization, otherwise the CIO will usurp your position. The marketing function is becoming a technology driven discipline, and if you don't have the tech chops and you can't deal with the CIO and his/her minions, you're toast.


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