Trends Report

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 25th, 2011
NF
Nigel Fenwick
LP
Luca Paderni
With contributors:
Khalid Kark , Matthew Dernoga , Lauren Blackburn , David Cooperstein

Summary

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.

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