If ever there were two sides in greater need of a relationship counselor it’s the chief marketing officer (CMO) and chief information officer (CIO). Like the Hatfields and Macoys, the two have traditionally found themselves on opposite sides of the fence. However, unlike this feud, the CMO and CIO have no choice but to find a resolution. In fact, it’s in their best interests to do just that.
Before the explosion of social media and mobile devices, the CIO’s job was to maintain a focus on the backend of the business and make sure it had an infrastructure that was lasting and secure. On the other side, the CMO was looking outward to the customers where they were charged with being highly agile and able to react quickly to changing market and customer expectations. With that background it’s easy to see why this barrier came to be. Now why does it need to be torn down?
Two words: Generation C. Today’s consumers are smarter and more empowered than ever, connecting with brands on their own terms and through whatever channel they like, be it a smartphone or the store itself.