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Attention, IT: As marketing goes all-digital, your CMO needs more from you than back-office support. Are you ready to be a marketing partner?
Advanced/ Digest...
Computerworld caught up with several CMOs and marketing executives to find out what they'd ask of IT if they could speak frankly. Read on to discover their seven key requirements.
1. Understand our new KPIs
2. Deliver on analytics
3. Guide my technology spend...
4. ... but let me run my own systems
5. Loosen the handcuffs, please
6. Teach us how to dive deep
7. Help us meet our customers wherever they are
CMOs say they need IT to have a keener understanding of these requirements so they can design systems with the agility that marketing now requires. In many organizations today, marketing handles all customer interactions -- outbound, inbound and those happening on social media -- and they need technology that allows them to interact with customers at any time in any of those media.
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Via Marteq
Probably the best article I've read outlining marketing's requirements from IT: sensible, defensible and logical. It can act as a blueprint for your internal discussions.