1. THE EVOLVING RELATIONSHIP BETWEEN THE CIO AND CMO Matthieu
Vermeulen February 2015
2. Lets start with this
3. From their press release At Lenovo, we make every effort to
provide a great user experience for our customers. We know that
millions of people rely on our devices every day, and it is our
responsibility to deliver quality, reliability, innovation and
security to each and every customer. In our effort to enhance our
user experience, we pre- installed a piece of third-party software,
Superfish (based in Palo Alto, CA), on some of our consumer
notebooks. The goal was to improve the shopping experience using
their visual discovery techniques. CMO
4. From their press release, part 2 We stopped the preloads
beginning in January. We shut down the server connections that
enable the software (also in January), and we are providing online
resources to help users remove this software. Finally, we are
working directly with Superfish and with other industry partners to
ensure we address any possible security issues now and in the
future. CIO
5. While strategy is the differentiator for creating
competitive advantage, operational efficiency is a prerequisite
Michael Porter Many marketers focus on marketing strategy -
branding, positioning, segmentation, tone of voice - neglecting
operational marketing efficiency Marketing efficiency = up-to-date
IT environment & tools
6. How businesses compete in 2016 The world according to
Gartner Customer experience will be the battleground marketers are
fighting over Use customer data will determine marketing success
Digital commerce will be inextricably linked with marketing
Marketing will set the strategy for not just marketing technology,
but for all customer-facing technology Marketing innovation will
come out of the closet Source:
http://blogs.gartner.com/laura-mclellan/5-predictions-marketing-2016/
7. Marketing is changing because
8. Now Good companies have the best customers and deliver the
most memorable experience. Then Good companies have the best
products and show the most memorable advertising.
9. Now Good marketers are smart listeners. Then Good marketers
are smooth talkers. www.MarketingGovernance.com 200
10. Now Marketers are process and data driven. They create
relevant dialogues and guide customers to relevant content. Then
Marketers are project driven. They create campaigns and target the
potential audience. www.MarketingGovernance.com 2004-2015
11. Now New technology facilitates the sharing of information.
Then New technology facilitates the management of products.
www.MarketingGovernance.com 2004-2015
12. Trends in marketing in topics Digitalization Automation 1:1
targeting Mobile Data, data, data Capture revenue opportunity >
accountability
13. Now IT solutions are leased as a service. Then IT
infrastructure is owned by the company.
14. Then Systems had a life time of a few years. Now Mash-ups,
APIs, data-integration, mobile.
15. Now Social media, BYOD, NSA, anonymous. Then Communication
was controlled and secure.
16. Now Big data in the cloud. Then Database.
17. Digital IQ by PwC According to PwCs recent Digital IQ
Survey of almost 1,500 IT and business leaders, 70% of top-
performing organizations have strong relationships between the CIO
and the CMO. Yet overall, the CIOs relationship with the CMO was
rated among the lowest in the entire C-Suite, with only 51% of all
respondents reporting it as strong.
18. Organizational business challenges Marketing vs. Selling
Security vs. Agility Data vs. Privacy Cost Center vs. Profit Center
Change Management vs. System Customization Service Quality vs. Tech
Quality Customer Experience vs. Systems Complexity Social Media vs.
Confidentiality Disruptive Changes (Uber, Kickstarter, Airbnb,
Apple Pay, etc.)
19. CMO Products and Advertising Talkers Campaigns Products
& Features CIO Systems and hardware Guardians Developers
Quality assurance Demand Support Then
20. CMO Experience Listeners Dialogue Sharing stories CIO Cloud
& Social Facilitators Coordination Integrators The overlap
between the CIO and CMO remit can best be understood as the area
where Customer Experience is defined This implies a shared
accountability requiring new KPIs This means changes in reporting
and cooperation needs Most of this is driven and facilitated by
digital technologies CX Now
21. Addressing the organizational challenges Define decision
governance between CMO and CIO Embrace transparency Embrace data,
use it to define actions Hire the right people, build the right
teams Hire new hybrid talent Pilot before you implement Plan,
pivot, continue Measure and report
22. dashboards is key to manage and monitor this change
23. Where to start It all has to start with a top-level
agreement between the CMO and the CIO to work together and have a
common view of the assets that are needed for the company to
succeed.
24. Branding & Marketing Solutions Expert - Innovation
Strategist - Top 100 Social Seller in Singapore - Speaker &
Blogger [email protected] | @mattvermeulen |
sg.linkedin.com/in/matthieuvermeulen/ Matthieu Vermeulen
25. Sources http://www.mckinsey.com/insights/business_techn
ology/getting_the_cmo_and_cio_to_work_as_part ners
http://blogs.gartner.com/laura-mclellan/5-
predictions-marketing-2016/ Interview with the Lenovo CTO:
http://bits.blogs.nytimes.com/2015/02/24/lenovos-
chief-technology-officer-discusses-the-superfish-
adware-fiasco/?_r=0