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For Marketing Leadership Professionals

CMOs Must Merge Marketing With IT To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

October 25, 2011

By Nigel Fenwick, Luca S. Paderni with David M. Cooperstein, Khalid Kark, Matthew Dernoga, Lauren Blackburn

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Why Read This Report

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal customers. This requires not just having the knowledge about the customer but also the processes and the systems that create unique customer insights and deliver compelling interactions across the customer life cycle. To achieve this, CMOs must form a strong partnership with CIOs, going beyond collaboration to co-create new organizations and processes, where both teams share ownership of goals and business outcomes. Forrester's CIO/CMO partnership readiness model can help you find out where you stand and how to fill the gaps to prepare for the next digital decade.
Tags: Agile, Application Development, Application Development Processes & Tools, IT Management, IT Serving the Business, Marketing Automation, Marketing Organization & Culture, Media Mix, Online Marketing Technology
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TABLE OF CONTENTS

  • Powerful Forces Are Pushing IT And Marketing To Work Together Better
  • Assess Your IT And Marketing Readiness To Partner

  • RECOMMENDATIONS

    People And Process Capabilities Come Before Technology
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    Customer Obsession Requires Mastery Of The Customer Data Flow

  • Best Practice Assessments:

    Assessing People Readiness

  • Best Practice Assessments:

    Assessing Process Readiness

  • Best Practice Assessments:

    Assessing Technology Readiness

  • Best Practice Assessments:

    A Sample Readiness Assessment

 
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