It’s organisations boasting strong alignment between marketing and other functions – especially the CIO – that are going to get the great things done that matter most to the bottom line.
That’s the view of Adobe Digital Experience VP of marketing for APAC, Duncan Egan, who caught up with CMO recently to discuss his experience taking on a new marketing leadership position just before the Covid-19 pandemic struck, his approach to team motivation in the face of the crisis, and his ingredients for ensuring marketing delivers to business and commercial outcomes.
Among his musts are fostering a strong CMO-CIO relationship and wider cross-functional alignment. “There is always going to be some tension, but it’s critical CMOs are aligned with the CIO and other parts of the organisation,” Egan told CMO. “The companies that are aligned are going to get more things done that matter to the bottom line. It’s that simple.”
While the contribution both marketing and IT can make on creating great experiences for external customers are obvious, Egan said it’s also key CMO and CIO partner to drive company culture and staff engagement.
“You should be creating great experiences for your internal customer. That is where IT comes in and where the joint collaboration can shine,” he said. “That joint experience of our customer – employee, partners, customer, prospect –…