Translating a digital strategy into revenue and profit growth requires collaboration across the C-Suite and marketers are frequently in the driver’s seat of digital commerce initiatives.
In an article recently shared on CMO.com, among several fundamental changes marketers can make to help their organizations is one we often encounter which is the need for marketing to partner with IT.
The relationship between the CMO and CIO is one of the most critical to digital commerce’s success.
Many IT organizations have been sluggish in reacting to the digital channel. Delays are caused by antiquated organizational models and governance processes, inflexible architectures, and technical debt. This inability to move and expand is crippling enterprises during a time when digital commerce demands frequent updates to code without disrupting the customer experience.
Enterprises need to move beyond reliability and also focus on responsive and high velocity delivery so they can better sense and respond to changing market and customer expectations. Forward-thinking IT departments are evolving to align more closely with the business, and at the same time marketers are more involved in technical decisions than ever before. Marketers need to be active partners with their IT counterparts to get the technical foundation right.