Isplativanje prenošenja vaše CMO na čelo marketing tehnologije!

marketinška tehnologija

A nova studija Vijeća direktora marketinga (CMO) i Tealium pokazuje da su poboljšanja poslovnog i marketinškog učinka izravno povezana s uspostavom formalne mape puta za upravljanje tehnologijama digitalnog marketinga i integriranjem podataka proizvedenih iz umnožavanja dodirnih točaka kupaca.

pod nazivom Kvantifikujte koliko dobro se ujedinite, novo izvješće istražuje u kojoj mjeri glavni marketinški stručnjaci oblikuju strategije digitalnog marketinga i objedinjuju i izdvajaju vrijednost iz množenja izvora podataka o kupcima. Među visokim točkama, studija je otkrila:

  • 42% CMO-a koji posjeduju svoju strategiju marketinške tehnologije imaju veći poslovni uticaj od onih koji delegiraju.
  • Oni CMO-i sa formalnom strategijom marketinške tehnologije više doprinose ukupnom prihodu i stvaranje vrijednosti.
  • Polovina CMO-a sa formalnom strategijom marketinške tehnologije je u mogućnosti postići ciljanije, efikasnije i relevantnije angažmane kupaca.
  • 39% zajedničkih organizacija s formalnom strategijom marketinške tehnologije postići veći povratak i odgovornost marketinške potrošnje.
  • 30% CMO-a koji izuzetno dobro ili prilično dobro upravljaju i integriraju tehnologiju jesu videći opipljivu poslovnu vrijednost, sa 51 posto njih postizanje većih doprinosa prihodima.

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2 Komentari

  1. 1

    The CIO vs CMO and the CMTO owning tech gets lots of airplay, as it should. I’m seeing very few CMO’s that have the necessary strategy skill, or techn knowledge to successfully manage their stack. Just like you point out, one of the biggest issues is integration. The other is data management. Also, I see a lot of CMO’s throwing tech at a problem/opportunity without mapping the process, impact on customers, internal skillsets, or content requirements. The lack of skilled people resources is a huge challenge right now.

    I think a CIO can serve as an invaluable partner through this process. partnering with the CMO to provide recommendations and guidance how to succeed. It’s not a territorial issue, in my book. The business wins in the end, and both roles will benefit.

    Nice infographic and stats!

    Živjeli,
    Brian

    • 2

      I’m somewhat in agreement, Brian. I think where I differ is that a CMO needs to have that technical knowledge. A distribution manager, for instance, need not understand how to repair a truck but he can run logistics and ensure the right staff are in place for getting the work accomplished. The key here, in my opinion, is that the CIO’s focus and goals don’t always align with the CMO. In my experience, the technologists we have worked with have frozen progress at many organizations because their goal was stability and security. While those are important to an organization, they can be achieved while pursuing growth marketing and sales excellence. It often comes down to the question of whether or not your technology team is a mogu učiniti team… or a can’t do team. One other means of correcting this is to have a customer service oriented hierarchy in your organization… where the CMO is the customer of the CIO and has input on the CIO’s rating of success.

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