Technology now underpins and shapes the entire customer experience, from the delivery of marketing campaigns to the aggregation of analytics and insights. The amount of raw consumer data now available is a major challenge for today’s CMOs; making sense of it, while trying to justify their marketing spend to guarantee ROI, is even harder – especially without a strong bond to the CIO.
Alignment is not just an imperative for the CMO and CIO, but a point of competitive strategy that must be shared across the C-suite. Every organizational unit, from sales to human resources, should be pulling to achieve the promise of digital initiatives. While most marketing organizations and IT departments are moving in the right direction, they are simultaneously falling behind. The state of the art in marketing practices, customer analytics and relevance is changing so rapidly that most companies simply cannot keep up.
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