A lack of clear ownership of the customer is likely at the core of this partial commitment to a customer focus. The customer is not clearly owned by a single office as both CMO and CIO agree that ownership rests across the CEO (18 percent of marketing/20 percent of IT); CMO (17 percent of marketing/19 percent of IT); sales (19 percent of marketing/15 percent of IT); or is simply undefined and spread across multiple functions (14 percent of marketing/17 percent of IT). This lack of centralized customer ownership has resulted in a scenario where 48 percent of marketers and 44 percent of IT executives are only moderately confident in the ability of the organization's core touchpoints to reach and engage with the customer.
"Of all the C-suite executives, the CMO and CIO are most primed to drive customer-centricity throughout the organization," said Wilson Raj, Global Customer Intelligence Director of SAS. "The CMO and CIO must become comrades in gathering and analyzing data across the enterprise, and adopting technologies that anticipate, automate and accelerate customer engagements."
Interestingly, for those organizations who believe they have total partnership between marketing and IT, the CEO is the primary owner of the customer -- not sales. And both marketing and IT are both highly satisfied with the organization's ability to reach and engage the customer (42 percent of marketing/31 percent of IT). These CMOs and CIOs also agree that the lines of responsibility around customer-centric programs and big data are easy to define; marketing develops both the customer engagement strategy (80 percent of marketing/80 percent of IT) and the insights into customers and customer requirements (84 percent of marketing/65 percent of IT). IT focuses on aggregating and delivering data from across the enterprise (64 percent of marketing/65 percent of IT).
The 153-page report features the results of an online survey of 237 senior marketers and 210 senior IT executives, in addition to best-practice profiles from leading marketing and IT executives from brands including AIG Bank, Allianz Life Insurance, American Cancer Society, Brown-Forman, Citi, Commercial Metals Company, Conde Nast, Farmers Insurance Group, First American Financial, First Tech Federal Credit Union, Four Seasons Hotels & Resorts, GM, Hilton Worldwide, Intrawest, Lockheed Martin, Magnolia Federal Credit Union, Nexxo Financial Corporation, Omnicom Media Group, Outrigger Hotels & Resorts, Panasonic, PNC Financial Services, Rady Children's Hospital - San Diego, Silicon Valley Bank, Transamerica Insurance & Investment Group, Wyndham Hotels Group and WellPoint. Both the survey and interviews were conducted across Q4 of 2012 and Q1 of 2013. The report ($199 value) is available for download at (http://www.cmocouncil.org/r/cmo-cio-alignment). A complimentary executive summary is also available. More information can be found at www.cmocioalign.org.
About the CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 6,500-plus members control more than $300 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 20,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), LoyaltyLeaders.org, Marketing Supply Chain Institute, Customer Experience Board, Market Sense-Ability Center, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME). More information about the CMO Council is available at www.cmocouncil.org.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 60,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.
SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2013 SAS Institute Inc. All rights reserved
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