Master customer data. Examine how customer data is currently captured, stored and used in the organization and "develop a go-forward strategy for how data could be used to change the customer experience," advises Fenwick. "Determine how well existing technology meets [that] need."
Drop the jargon. "Many IT professionals still lack the communications skills to converse in business terms, quickly degenerating into technology acronyms that are meaningless to non-IT professionals," says Fenwick. "The challenge with marketing is that, as a profession, it has its own terminology, which can seem unintelligible to the folks in IT without marketing experience." Insist on jargon-free conversations and cross-pollinate the IT group with marketing to ensure nothing is lost in translation.
Share your expertise. Want to make fast friends with the CMO? Help him stretch his budget by tapping into IT's project-management, sourcing and vendor-management know-how.
Respect boundaries. "Just as we don't need business partners to collaborate on messaging strategies, platform evaluations and architecture design," says Urwiler, "we need to have the same consideration for core marketing functions."
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