Move Past Stereotypes and Connect With CIOs†

Hook Up: Why the IT Organization Doesn't Have to Be a Marketing Obstacle

Advertising Age, March 3, 2008 — Chief marketing officers work tirelessly to meet the needs of their customers, who are demanding a higher level of personalization as they interact with marketers. CMOs want to implement better websites, more-effective customer-relationship-management systems to boost customer service and e-mail-message relevance, and self-service options in stores and online. Unfortunately, they commonly face a major obstacle: the chief information officer and IT organization, who often respond to requests for projects with the same answer: no.

But with technology playing an even greater role in marketing activities and the importance of the customer experience, CMOs need to put an end to this pattern and form strategic relationships with their CIOs.