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Posted by Manish Bahl on April 22, 2014
I just published a report on CMO tech spending trends in India and what these trends mean for CIOs in the country. For this report, we surveyed 101 CMOs in India to understand business and marketing priorities, marketing spending on technology, key tech management challenges, and how digital engagement is shaping marketing technology trends in the country. Key highlights from the report:
What it means for CIOs: Build a BT agenda to win in the age of the customer
CIOs must start by broadening their tech management priorities and focusing on two agendas. First, they should optimize their ongoing infrastructure management and internal operations, which we call “IT.” Then they need to build internal capabilities to support business technology (BT): technology, systems, and processes to win, serve, and retain customers. In particular, CIOs must reach across the walls of the tech management organization to engage with the CMO. CIOs should also develop a reputation as a dynamic marketing technology integrator — someone who orchestrates technology providers to serve marketing’s needs. Start by building the understanding of the marketing technology vendor landscape, including digital agencies and marketing software vendors.
While CMOs pursue business objectives using an outside-in perspective, CIOs use an inside-out approach — and this often leads to friction. CIOs must ramp up their marketing quotient for effective collaboration with CMOs. Read the full report for more insights and actionable recommendations for CIOs.
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