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Posted by Sheryl Pattek on May 16, 2013
If you’ve been reading my blogs, you know that I love to write about sports analogies to help marketers get a new perspective on the issues they deal with. But, although we’re in the midst of what most likely will be our world champion Miami Heat’s march to its second NBA championship in 2013, I’m going to turn left and mix things up a bit in this post.
I’ve been married to an architect for 25 years (as of this May 29th), so it probably won’t surprise you that I also often think of things in terms of designing and building. Considering what goes into creating a building, it provides a fitting analogy to think about how you should approach building your relationship with your chief information officer (CIO); similar to the way architects needs to work with their clients.
Of course, one can’t construct a solid and sustainable building alone or with just anyone. It requires the unique contribution of a diverse group of professionals with specific areas of expertise — the creative vision of the architect; the construction team’s ability to execute; and the specialized skills of concrete workers, carpenters, roofers, and plasterers. And let’s not forget the importance throughout the process of interior design experts as well as the technical insights from structural engineers to ensure that the building is and remains hurricane- and/or quake-resistant.
So how does constructing a strong, yet flexible, building apply to CMOs and the relationship you should have with your CIO?
Marketing and technology have become so intertwined that technology should now be thought of as the foundation of marketing. Effective customer engagement across the ever-growing touchpoints of the digital age requires technology to support your marketing objectives.
Like designing a building, it is key to have the vision of what that future infrastructure would look like shared by the owner and the architect – in this case the CMO and the CIO. That teamwork ensures that the blueprint for the marketing technology platform will be strong, resilient, and flexible, working to withstand the toughest business stressors while being able to capitalize on new customer engagement opportunities to drive business growth.
Here’s my guide to how to manage that resilient working relationship with your CIO, so that a strong blueprint emerges:
What are you doing to learn from these lessons? Do you have a marketing technology strategy? Are you making the right technology decisions? Are you going it alone or working with your CIO?
I’m putting the final touches on a new report that examines the role of CMOs in technology purchase decisions (subscription required) that will help you examine and respond to these issues — and more effectively. Stay tuned for more details coming soon.
If you’re in New York on Monday, May 20th, please join me at Internet Week. I’ll be partnering with a distinguished group of corporate leaders at the Ad Age Marketing And Technology Summit to discuss “Marketing Technology: The Rise Of CMO-CIO Alignment.”