Recent data has shown that business and consumer digital adoption has jumped five years forward due to COVID-19. Organisations that prioritised the shift towards digital technologies before the pandemic have adjusted quickly, with arguably less disruption to their business. At the same time, those who stagnated in the adoption of digital technologies were on the backfoot, urgently finding quick solutions for their needs. When it comes to marketing initiatives, this tactic could work in the short-term, but organisations will inevitably have to re-budget, rebuild and fund additional investments to fix problems which have arisen from having chosen less-than-ideal short-term solutions.
As martech platforms continue to develop, becoming broader and more technical to use, it adds further complexity to an already difficult decision for stakeholders when selecting what solutions the business needs for the future. With the plethora of marketing challenges that need to be addressed by the assistance of technology, there are two that stand out.
This week my article on CIO and CMO alignment is necessary for smarter technology investment decisions got featured on Digitalisation World.
When it comes to smarter technology investment decisions, how can CIOs and CMOs find common ground? Learn more about the importance of having an expert that can speak to IT and marketing, read the article.
This week my article on CIO and CMO alignment for technology investments got featured on Information Age. In this article, I focus on how Technology investment decisions have become increasingly business-critical over time, with the wrong platform decision capable of negatively impacting the company’s ROI, in addition to unleashing major headaches for IT and marketing teams. Today, there are more channels than ever before, introducing new business challenges that can be solved with new technology innovations.
The CMO needs to be aware of the technical debt, integration points and architectures, while the CIO should be mindful of the business value and the need for fast time-to-market for implementations. However, this means that they both must have a better technical understanding of areas outside the scope of their work. So how do these executives find confluence across their potentially opposing goals and perspectives?