From Silos to Synergy: Create Marketing and IT Alignment
How marketing and IT leaders can work together to drive better results.
Member Challenge
- More than ever, marketing needs support from IT and its leaders to be successful.
- IT is being asked to support marketing with fast-paced changes but is traditionally focused on risk aversion, stability, and repeatability.
- Marketing needs to move fast and does not always understand risk mitigation.
- CIOs and CTOs in technology companies do not understand the relation of marketing goals to the company goals.
- CIOs and CTOs focus on product infrastructure and do not give enough resources to marketing, affecting the growth of the company.
- Lack of alignment leads to wasted resources and duplication of tools and platforms.
- Customers have bad experiences when forced to engage with siloed systems.
- Marketing is unable to use data to better optimize their campaigns.
- Silos create long project timelines, hindering marketing’s effectiveness.
- Marketing’s lack of confidence in IT leads to outsourcing that may increase expenses and cause other technical issues (e.g. shadow IT).
- Marketing purchases software in isolation that does not integrate with the rest of the company, leading to security issues.
- IT has more influence in technology priority decisions than marketing.
Our Advice
Critical Insight
CMOs and CTOs often operate under different pressures and priorities, which can lead to tension. However, by prioritizing communication, collaboration, and a shared vision for technology, these leaders can bridge the gap and work together to modernize the organization and achieve performance goals. This alignment unlocks the full potential of marketing technology while ensuring it doesn't overwhelm IT infrastructure.
Impact and Result
- Increased revenue and profitability through efficiencies in marketing and technology capability
- Better insights and data that will lead to more targeted marketing campaigns
- Accelerated innovation and adoption of modern technologies
- Agility through confidence in marketing and IT
- Less time taken to achieve the goals
- Risk mitigation and better decision-making through identifying challenges and risk-reducing strategies
Research & Tools
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1. From Silos to Synergy: Create Marketing and IT Alignment Deck – Use this research to bridge the gap between marketing and IT.
By reading this blueprint, you will gain valuable insights and practical tips on how to create synergy between marketing and IT that will drive better business outcomes and competitive advantage. Don't miss this opportunity to transform your organization and take it to the next level of performance.
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From Silos to Synergy: Create Marketing and IT Alignment – Phases 1-2
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2. Create Marketing and IT Alignment Presentation – Create a joint presentation by the IT and marketing leaders to convey the plan to increase alignment and collaboration to meet organizational goals.
This presentation aims to show optimized resource use, drive innovation, and propel the organization toward its overarching business goals. By fostering a culture of collaboration and shared accountability, IT and marketing can become powerful partners in driving growth and competitive advantage.
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Create Marketing and IT Alignment Presentation
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3. CTO-CMO Alignment Survey – Use this survey as a scoring diagnostic for CTOs and CMOs to measure their current level of alignment.
This is a comprehensive tool designed to evaluate the synergy between CTOs and CMOs within an organization. This survey aims to gather candid feedback on the operational dynamics and collaborative efforts between the two roles.
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CTO-CMO Alignment Survey
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