Social is Driving CMO/CIO Role Changes
By Mike Stiles on Mar 19, 2013
Isn’t life funny? One minute you think you completely have a handle on your role as an enterprise CMO or CIO and can get all the way to retirement without those roles changing. The next minute, those roles and required skillsets have been turned on their heads.
You have social to thank for that. Oracle VP of Product Strategy for Cloud-Social Erika Brookes recently presented to a packed house at the Dachis Social Business Summit what forces are driving these internal changes so quickly.
There was a time social was dismissed, if not altogether laughed off. Many executives bet it was a passing fad with no tangible value to the enterprise. Bad bet. Fast Company editor Robert Safian wrote, “Social media is not a fad. It is a powerful, global communication revolution that requires new approaches for all businesses.” Specifically, social revolutionized how consumers interact with brands.
You should care about that.
There’s strength in numbers, and customers have connected with each other. In fact they’re always connected. They’ve kicked “word-of-mouth” into hyperdrive, with all the potential pluses and minuses that brings. Millions of conversations, many about you, happen every minute, in real time across multiple social networks. eMarketer says social is the #1 activity online. 63% of smartphone users are social networkers.
You get the picture. Today’s empowered, go-anywhere, socially connected consumer is forcing change in business. The transfer of control from the brand to the customer is every company’s new reality.
How have corporations reacted? Altimeter Group says they now manage an average 178 corporate social accounts each. That’s a wealth of potential social customer data that, combined with enterprise data, could result in a differentiating dream CX. But it can only happen if the CMO and CIO accept role changes and embrace the holistic, socially enabled enterprise.
The perfect storm of social, mobile, and cloud lets marketers leverage technologies faster, so the forward-thinking CMO is plunging into tech head-on. Gartner predicts they’ll spend more on technology than CIO’s by 2017, getting to the science behind the art by:
- Better understanding digital and technologies
- Gaining a stronger voice on tech matters at the executive table
- Increasingly partnering with the likes of the CIO and CTO
- Leveraging data to intimately understand the consumer
- Aligning with sales for a more consistent brand and consumer experience
- Proving the ROI behind the spend
InformationWeek found more IT leaders give their relationship with marketing weaker marks than any other business area. Participants at the Wall Street Journal’s CIO Network conference set forth some top going-forward priorities:
- They should be more customer-focused and knowledgeable about the business
- They should drive innovation by creating a culture that accepts change and risk
- They must actively free themselves from the past, maintaining a functional excellence but also being willing to look beyond functionality alone
In other words, CIO’s must start seeing the art behind the science.
These changes aren’t easy, especially for the largest of enterprises where the most upside exists. A technology partner that can seamlessly extend social’s power across every consumer touch point and marry social and enterprise data for a real-time view of the customer is indispensible in creating, in concert with these new breeds of CMO and CIO, the most powerful CX imaginable.