I presented this deck in Singapore to a group of CIOs from the financial sector. Focus is primarily on helping to understand the complexity of marketing and how a good relationship between the CMO and CIO can help businesses be more successful.

1. THE EVOLVING
RELATIONSHIP
BETWEEN THE CIO AND
CMO
Matthieu Vermeulen – February 2015

2. Let’s start with this…

3. From their press release
At Lenovo, we make every effort to provide a great user
experience for our customers. We know that millions of
people rely on our devices every day, and it is our
responsibility to deliver quality, reliability, innovation and
security to each and every customer.
In our effort to enhance our user experience, we pre-
installed a piece of third-party software, Superfish
(based in Palo Alto, CA), on some of our consumer
notebooks. The goal was to improve the shopping
experience using their visual discovery techniques.
CMO

4. From their press release, part 2
We stopped the preloads beginning in January.
We shut down the server connections that
enable the software (also in January), and we
are providing online resources to help users
remove this software.
Finally, we are working directly with Superfish and
with other industry partners to ensure we address
any possible security issues now and in the future.
CIO

9. While strategy is the
differentiator for creating
competitive advantage,
operational efficiency is a
prerequisite
Michael Porter
Many marketers focus on marketing strategy
- branding, positioning, segmentation, tone of voice -
neglecting operational marketing efficiency
Marketing
efficiency =
up-to-date
IT environment
& tools

10. How businesses compete in 2016
The world according to Gartner
 Customer experience will be the battleground
marketers are fighting over
 Use customer data will determine marketing success
 Digital commerce will be inextricably linked with
marketing
 Marketing will set the strategy for not just marketing
technology, but for all customer-facing technology
 Marketing innovation will come out of the closet
Source: http://blogs.gartner.com/laura-mclellan/5-predictions-marketing-2016/

11. Marketing is changing because…

12. Now
Good companies
have the best customers
and deliver the most memorable experience.
Then
Good companies
have the best products
and show the most memorable advertising.

13. Now
Good marketers
are smart listeners.
Then
Good marketers
are smooth talkers.
© www.MarketingGovernance.com 200

14. Now
Marketers are process and data driven.
They create relevant dialogues
and guide customers to relevant content.
Then
Marketers are project driven.
They create campaigns
and target the potential audience.
© www.MarketingGovernance.com 2004-2015

15. Now
New technology
facilitates the sharing of information.
Then
New technology
facilitates the management of products.
© www.MarketingGovernance.com 2004-2015

16. Trends in marketing in topics
 Digitalization
 Automation
 1:1 targeting
 Mobile
 Data, data, data
 Capture revenue opportunity >
accountability

17. Now
IT solutions are leased as a service.
Then
IT infrastructure is owned by the company.

18. Then
Systems had a life time of a few years.
Now
Mash-ups, APIs, data-integration, mobile.

19. Now
Social media, BYOD, NSA, anonymous.
Then
Communication was controlled and secure.

20. Now
Big data in the cloud.
Then
Database.

21. Digital IQ by PwC
 According to PwC’s recent Digital IQ Survey of
almost 1,500 IT and business leaders, 70% of top-
performing organizations have strong relationships
between the CIO and the CMO.
 Yet overall, the CIO’s relationship with the CMO
was rated among the lowest in the entire C-Suite,
with only 51% of all respondents reporting it as
strong.

22. Organizational business
challenges
Marketing vs. Selling
Security vs. Agility
Data vs. Privacy
Cost Center vs. Profit Center
Change Management vs. System Customization
Service Quality vs. Tech Quality
Customer Experience vs. Systems Complexity
Social Media vs. Confidentiality
Disruptive Changes (Uber, Kickstarter, Airbnb, Apple Pay, etc.)

23. CMO
• Products and
Advertising
• Talkers
• Campaigns
• Products &
Features
CIO
• Systems and
hardware
• Guardians
• Developers
• Quality
assurance
Demand
Support
Then

24. CMO
• Experience
• Listeners
• Dialogue
• Sharing stories
• CIO
• Cloud &
Social
• Facilitators
• Coordination
• Integrators
The overlap between the CIO and CMO remit can best
be understood as the area where Customer Experience
is defined
 This implies a shared accountability requiring new
KPIs
 This means changes in reporting and cooperation
needs
 Most of this is driven and facilitated by digital
technologies
CX
Now

27. Addressing the organizational
challenges
 Define decision governance between CMO and CIO
 Embrace transparency
 Embrace data, use it to define actions
 Hire the right people, build the right teams
 Hire new ‘hybrid’ talent
 Pilot before you implement
 Plan, pivot, continue…
 Measure and report

28. dashboards is key to manage and
monitor this change

29. Where to start
It all has to start with a top-level agreement
between the CMO and the CIO to work together
and have a common view of the assets that are
needed for the company to succeed.

30. Branding & Marketing Solutions Expert - Innovation Strategist - Top 100 Social Seller in
Singapore - Speaker & Blogger
matthieu.vermeulen@gmail.com | @mattvermeulen |
sg.linkedin.com/in/matthieuvermeulen/
Matthieu Vermeulen

31. Sources
 http://www.mckinsey.com/insights/business_techn
ology/getting_the_cmo_and_cio_to_work_as_part
ners
 http://blogs.gartner.com/laura-mclellan/5-
predictions-marketing-2016/
 Interview with the Lenovo CTO:
http://bits.blogs.nytimes.com/2015/02/24/lenovos-
chief-technology-officer-discusses-the-superfish-
adware-fiasco/?_r=0