- Forrester Councils
- Councils Overview
- log in
Posted by Manish Bahl on April 28, 2014
I’ve just published a report on CMO tech spending trends in India and what these trends mean for CIOs in the country. We found that Indian CMOs’ top two business priorities are addressing the rising expectations of customers and acquiring and retaining customers; 87% and 85%, respectively, of those we surveyed indicated that these are a critical or high priority. Interestingly, Indian CMOs’ business priorities echo those of Indian CIOs: 87% of Indian CIOs previously surveyed by Forrester cited addressing rising customer expectations as their organization’s top business priority (figure below).
Despite these common goals, our findings reveal that Indian CMOs are driving their own tech agendas by:
I believe that there are two key reasons for this CIO-CMO disconnect:
What it means for CIOs: Act now before it’s too late
The sobering truth is that CMOs are building their own technology agenda to serve digitally empowered customers. Your immediate step should be broadening the tech management priorities and focusing on two agendas. First, optimize your ongoing infrastructure management and internal operations, which we call “IT.” Then build internal capabilities to support business technology (BT), which Forrester defines as technology, systems, and processes to win, serve, and retain customers. Adding a BT agenda will require CIOs to make necessary changes in job descriptions, performance metrics, culture, etc. Read the full report to get more actionable recommendations.
The countdown has begun: CIOs must ramp up their marketing quotient for effective collaboration with CMOs.
Save Money On Your Next Software Negotiation
Work with our software negotiation experts to save 10–20% on your next contract »
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »