Marketing And Technology — Oil And Water No More!

An article in yesterday’s Ad Age led with a fascinating premise — that investments in technology and innovation may provide future breakthrough for Wal-Mart. That’s Wal-Mart. Not Apple, or Google, or Samsung, but Wal-Mart — the world’s biggest retailer.

Forrester has been writing for some time about how technology management must change to deliver business results, a phenomenon we call business technology (BT). The implications for Customer Intelligence professionals are immense. CI teams are often among the more technically oriented of their marketing brethren, and they are steeped in data and analytics, but the best CI pros also act as customer strategists — helping the company to better understand the customer and to put the customer squarely at the core of the business.

To do so requires a lot of BT involvement. For too long, we’ve heard that IT is from Mars, and marketing is from Venus, but to harness the full power of Customer Intelligence, BT and CI must form a deep bond and learn to collaborate. To help CI professionals on this journey, Rob Brosnan will soon publish a report introducing the idea of a Marketing Technology Office.

And to help CI pros, CMOs, and CIOs figure out how to emulsify marketing and technology, Forrester will be hosting its first CIO-CMO Forum next week on 9/22 in Boston. I’ll be co-moderating a session with my colleague Gene Leganza — we hope to see many of you there!

Cheers,

Dave

Comments

Good idea

Agree with this sentiment, Dave. As a CI leader who also worked in IT for 10 years, there is considerable benefit that can come from being a 'hybrid'.

One other area around this that I would like to see Forrester explore for best practice is the application of MRM (Marketing Resource Managment) systems. Together with Lean Sigma continous improvement techniques these have potential to transform Marketing processes. But CI leaders need to embrace the opportunity to embed CI use in key parts of those processes.

Hope that makes sense,
Paul

MRM research

Hey Paul,
Great to hear from you and thanks for the comment. As it happens, Rob Brosnan has just completed a report on the current state of MRM - it's with our editing and production group right now so it should go live in the next week or so. Might be worth setting up an alert to follow Rob - he'll be producing a lot of research that will be relevant for you. You can find Rob's profile here: http://www.forrester.com/rb/analyst/robert_brosnan (set up the alert on the top right of the page). Rob also kicked off a discussion on the CI Community specific to MRM. We'd love you to join that discussion: http://community.forrester.com/message/14992#14992.

Look forward to seeing you in November at the EMEA Forum!
Cheers,
Dave