Secret to Successful CMO/CIO Relationship by Nancy Costopulos CMO @AMA_Marketing #GetRealChat

Guest post by Nancy Costopulos, Chief Marketing Officer, American Marketing Association

Nancy Costopulos, Chief Marketing Officer, American Marketing AssociationI have spent more than 20 years in the marketing field and thankfully, recognized early on that technology would play a huge role in the marketing industry. And as a result, I have been the biggest champion of IT and often been best friends with my technology counterparts over the course of my career. But with that, I’m not sure I even realized how crucially important technology would become in the world of marketing today.

As the chief marketing officer (CMO) of a small business, I am frequently looking to my chief information officer (CIO) (who sits ten feet away from me!) for collaboration and teamwork to get the job done. Small to medium size businesses like ours, face a slew of challenges when it comes to marketing and IT, including a lack of resources and staff, among other issues – so it’s imperative that CMOs and CIOs reach across the table and work together with a common set of goals. And when it comes to this C-suite collaboration, we all know the basics, right? It’s important for CMOs and CIOs to talk with one another, keep each other informed, work together, etc. But let’s discuss what’s really key to making this relationship work.

Transparency: As a marketer, when I’m working with the IT Department, I need options. I need answers. I need help understanding the technical complexity of certain projects or if a work around makes sense. Ultimately, I want to understand what IT is really capable of and comfortable delivering, which is why transparency between marketing and technology is essential. Marketers need to better communicate with IT by helping them understand what the real business need is and the rationale to support it. Marketers also must demonstrate to IT that the business strategy is at the forefront and that the customer is at the center of their decisions. On the other side, IT needs to better understand that marketers are ultimately responsible for business growth and innovation and join forces for the best road to success. Ultimately, transparency in terms of wants, needs, possibilities and capabilities is crucial between both the marketing and IT departments.

Trust: So, as a CMO, you meet with your CIO on a weekly basis. You talk to each other, update each other, but so what? Does that really lead to trust? As a marketer, I have to know that the IT Department really can execute what I need. And the IT Department needs to have confidence that I’m not asking for frivolous tasks, but providing them with the necessary requirements which will ultimately benefit the business strategy. Through transparency, CMOs and CIOs can engender this trust, which at the end of the day, will help drive the success of the overall relationship.

Reputation Management: We all know the stereotypes. IT views marketing as the group that races around with a bunch of ideas. We think everything is a priority and we set unrealistic expectations with IT, because we don’t understand technical complexity. On the other hand, IT seems to get away with missing deadlines, changing priorities, or simply blaming their lack of resources on why projects aren’t completed on time. So how do we combat these unfair stereotypes? Instead of viewing ourselves as roadblocks, both marketing and IT should make themselves enablers to improved business performance.

cmo cio relationshipInstead of making things seem impossible, discuss what is possible, and work together to accomplish common goals. If IT really can’t dedicate the necessarily resources, they should work with marketers to help with a solution. This makes for more collaboration and joint problem solving, making marketing and IT important allies. And you guessed it, the CMO and CIO need to be the ones to lead this charge and ensure that a real partnership emerges.

As the CMO of the American Marketing Association, I know how critical my relationship with the CIO is. But it’s more than just communication. We need to trust each other and understand we’re partners for the long haul. If CMOs and CIOs can support each other on an ongoing basis, enable one another to accomplish goals, and view one another as allies, then ultimately the relationship between marketing and IT can be truly successful.

On Tuesday, March 26 at 9 p.m. EST I will be participating in a GetRealChat twitter chat, along with IBM’s Elana Anderson, vice president, IBM enterprise marketing management, to discuss the CMO/CIO relationship and more importantly, how the role of the CMO has evolved and emerged as the next powerplayer in technology. Please join the conversation by following the hashtag #GetRealChat – You can also follow me during the chat via @AMA_Marketing and Elana will tweet from @ELANAERA.


About the Author:

Chief Marketing Officer, American Marketing Association


  1. […] Guest post from Nancy Costopulos, CMO American Marketing Association: “Secret to a Successful CMO / CIO Relationship” […]

  2. nguyễn văn dũng dũng March 30, 2013 at 2:12 am

    các bệnh thường gặp máy điều hòa và cách khắc phục:
    điều hòa quá tải ? bạn lên xem nguồn điện tùy chỉnh ổn định điện áp an toàn điều hòa không lạnh? kiểm tra sự hoạt động của hai khối trong phòng và ngoài phòng có hoạt động bình thường điều hòa chạy liên tục nhưng kém lạnh hoặc không lạnh? kiểm tra điều kiểm nhiệt độ hoặc gas đảm bảo máy chạy bình thường. áp suất hút đẩy kém ? kiểm tra blioc, máy lén, kiểm tra hệ thống ống dẫn gas đảm bảo lưu thông. phin lọc tắc bẩn hoặc cáp giảm áp suất điều hòa chảy nước? kiểm tra đường nước thải đảm báo không tắc, ngược ống, hệ thông lưu thông tốt. điều hòa chạy quá tải? kiểm tra bloc máy nén gas thừa hoặc thiếu. điều hòa chạy nhưng đóng ngắt liên tục? kiểm tra cảm biến phòng hoặc cảm biến block. quạt dàn nóng không chạy? kiểm tra quạt, cuộn dây quạt hoặc nguồn điện cấp ra quạt Quạt dàn lạnh không chạy? kiểm tra quạt, tụ quạt, nguồn điện cấp ra quạt.thời tiết nóng nhiệt độ tăng bao duong dieu hoa không đạt công suất? có thể căn phòng diện tíc quá rộng làm không đạt công suất. Máy nén không chạy, quạt chạy? kiểm tra tụ kích điện, role block, cuộn dây block, đảm bảo điện đã cấp ra block Máy điều hòa không chạy? kiểm tra nguồn điện, điều khiển, mạch điện vi sử lý. điều hòa báo lỗi? kiểm tra cảm biến, lượng gas trong máy, quạt,…điều hòa không nhận khiển? kiểm tra điều khiển, mắt nhận, vi sử lý mắt nhận. điều hòa xì gas do lắp đầu nối không đúng kỹ thuật? kiểm tra khắc phục các điểm siết nối trước khi nạp gas. điều hòa mất nguồn? kiểm tra atomat, nguồn điện vào, ví sử lý nguồn cấp

  3. […] Guest post from Nancy Costopulos, CMO American Marketing Association: “Secret to a Successful CMO / CIO Relationship” […]

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