I’ve worked with a lot of Chief Marketing Officers (CMO) over the years. The majority of them have been results-oriented, business-driven, and wicked smart. Some have been more client-driven than others, but in the end, they all had one thing in common; they came from a business and marketing background and had limited knowledge of the marketing technologies that make modern digital marketing go. That’s not a bad thing, as long as there’s a sharp IT lead to help navigate the complex and dynamic world of marketing technology.
The same goes for the clients those CMOs work with. Again, in many instances, their counterparts have business and marketing savvy, with a (very) minor in technology. With big data taking the stage these days as the buzzword du jour, CMOs and their clients find themselves in a position of needing technology – and lots of it – to complete their various data-based missions.
In many instances, the client doesn’t have a good handle on the data they own – what it consists of, where it’s stored, or what to do with it. For example, I worked with a client who told my team during a discovery meeting that they had 2 databases with approximately 150,000 records that were being used for consumer marketing. After a through review of their systems and database servers, it became clear that there were actually some 50 databases with millions of records. Granted, some of those records were likely dupes, but even so, the prospect of a couple hundred thousand additional consumer records to work with is not something to be taken lightly by a hungry marketeer!
This is a great example of why it’s critical for CIOs and other IT leaders to be consultative in their approach with the lines of businesses they work with. CMOs are spending serious dollars on marketing technology, but as I’ve said above, most of them are business and marketing experts, not IT or marketing technology pros. They need the insight and experience a solid consultative marketing technology partner can bring to the table – if for nothing else, to help ensure that the CMO spends wisely to get the required results.
Are you a CMO (or do you play one on TV)? Are you buying what I’m selling here; that one of the best ways to harness all of this complex and dynamic marketing technology (and your budget) is to work with consultative marketing technology partners as your guide? What about you marketing technology leaders? Are you buying what I’m selling here?
I’d love to hear your thoughts on this. Please leave a comment.