Customer focused firms driven by CIO & CMO collaboration

Technology’s impact on the business means that more departments beyond IT must be savvy to it. Along with that comes requirements for the leaders to showcase how technology can help their staff reach their goals. To better accomplish that, the Canadian Marketing Association worked with IBM Corp. on researching the best practices for the CIO and chief marketing officer (CMO) to work together.

In this video, Bob Humphries, country leader at IBM Canada, and Sandra Singer, the vice-president of councils and content development at the Canadian Marketing Association discuss what they learned in the study with IT World Canada President Fawn Annan. The organizations worked together to examine the best practices put in place at companies where they saw CIOs and CMOs were already working together well, and focused on delivering value to the customer.

Take Montreal-based online men’s clothing retailer Frank & Oak as an example. It is seeing 15 per cent of its sales coming in through a mobile app. It shows why Canadian organizations are ranking the importance of digital marketing solutions at 4.4 out of 5 in a survey, seeing a Web site as the most important aspect of this.

Customers are using digital channels more and more often to interact with organizations and in many cases, it is the only means by which a business has contact with its customer. That’s impacting CMOs, who see their customer absorbed by digital technologies and CIOs that are dealing with vast amounts of customer data on company servers. Now that leaders know digital technology is the future of customer engagement, it’s time to act on it, the the Canadian Marketing Association says. This video puts forward some ideas of how to do that.

This report shares strategic guidance from members of the Canadian Marketing Association’s CMO-CIO Task Force. It looks at the competitive need to have marketing and IT collaborate, and learn how a strong partnership will create more value for your business. Click to learn More.

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Jim Love, Chief Content Officer, IT World Canada

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