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The MarTech Digest
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Scoop.it!
Advanced/ Digest... The Evolved CMO in 2014 report by Forrester and Heidrick and Struggles found: -- > 62% of CMOs surveyed globally believe the CIO is a strategic partner in meeting corporate goals, yet only 29% partner with their IT counterpart when procuring marketing technology. -- > 41% said they shared a common vision of how marketing and IT should partner. -- > 51% saw the CIO as a valued and important partnership, up from 30% of respondents to a similar survey in 2011. -- > Across the board, 62% of CMOs view relationships with peers on the senior executive team as vital to their success, while 96% view vision and strategic thinking as a critical success factor. -- > Almost three-quarters of CMOs surveyed realise competitive advantage comes from an integrated perspective on the customer, yet only 18% claimed to have the entire organisation looking at a single view of the customer. -- > Half of all respondents have access to some systems, but not all of them are synchronised. -- > 40% of CMOs claim they are hindered by the quality of customer data in their organisation, and only 39% optimise customer insights, digital media execution and measurement with cross-channel digital technologies. -- > 31% use technologies and processes to gather, analyse and respondent to customer feedback. -- > 45% of respondents viewed marketing technology as essential -- > One-quarter are leading a cross-functional team from IT and marketing to identify key technology needs and develop a process for selecting vendors -- > More than half of CMOs also see technology awareness as a top competency to improve, the report authors stated.
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Marteq's insight:
What is disappointing is that 1/4 are leading an IT/marketing cross functional team to identify key technology needs. This is more ammo for the role of a Marketing Ops leader...not a CMTO. 
Scoop.it!
Incorporate social media into day-to-day practices, and encourage employees to evangelize your message – with clear rules of engagement, of course. Key excerpt... In addition to encouraging the use of social media channels like Facebook and Twitter, we also have worked to vet additional social tools that benefit the business. For instance, we use a tool called GaggleAmp to align our social media messaging and promote social sharing across the organization. Employees can sign up and receive incentives for sharing social messages that promote product launches, new content assets, events, and other important company information. We also use Salesforce Chatter as our internal social network for employee collaboration.
This is just another example of IT and marketing working hand-in-hand to evaluate and align behind solutions that benefit both departments. Together we evaluated vendors, engaged in various demos, and made a data-driven decision. By embracing social as an entity and working together cross-functionally, we were able to select our social tools intelligently.
Marteq's insight:
Here's what you need to bear in mind: the CIO, if not already, will be heavily involved with the introduction of social media to the organization. If you, as a marketer, are not out in front, you will lose your spot at the table.
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If you're a CMO, this should scare the crap out of you. Don't you think marketing technologists should be with you? A Shakespearean plot may be emerging.