2. Foster innovation while ensuring security.
In the digital age, customer experience is everything. Customers expect personalised experiences wherever they happen to engage with brands. For marketers, that means investing in solutions and technologies to provide seamless, innovative experiences on every device — and to help them stay one step ahead of the competition. But failing to work with the IT department well in advance of implementation can actually hinder customer experiences down the road. From safeguarding data security to partnering with a vendor that may not stay in business, identifying risks is key. CMOs and CIOs can work in tandem to define a governance framework that effectively manages and mitigates risk while embracing and encouraging innovation.
3. Speak the common language of experience.
Marketing people often complain that it's difficult to communicate with their IT counterparts — whether management or technical staff — and IT people often complain that marketing people aren't very good at articulating exactly what they need. Each group may find the other's language a bit foreign and intimidating. The language they both should be speaking is the language of experience.
The responsibility for bridging this communication gap lies with both marketing and IT. Translate “marketing talk” and “geek speak” to simple, relatable terms. Even better, take the time to learn some of the other's lingo to further facilitate communication. Focus every conversation around shared business goals and priorities that serve the customer experience, rather than the knowledge gaps that exist on either side. Doing so will minimise any confusion, reduce frustration and keep everyone focused on the end goal investing in and implementing technology that will yield real, measurable results. After all, there's no language more commonly understood than bottom-line revenue.
4. Focus on results.
It's said that the only constant is change. That's especially true when it comes to marketing strategy and innovation in the digital age. There's a never-ending drumbeat of new technologies, apps and systems to help attract, connect and engage with customers.