CMO & CIO 's Digital Customer Identity Must Be a Joint Venture

1. CMO & CIO's Digital Customer  Identity Must Be a Joint Venture In today’s world, everyone is embracing digitalization in all of its forms.  Various digital platforms allow customers to connect with companies. And, in turn,           organisations need to meet consumers' ever-evolving needs.                   

2. The CMO And CIO Partnership  The Chief Marketing Officer (CMO) has always taken the lead in translating the brand to the             public. Their role is to be in charge of marketing operations.                       However, the CMO now needs to work closely with the Chief Information Officer ( CIO), who               is in charge of technology within the company, with the digital space being an increasingly               effective marketing tool. This is because both sides need to rely more on software and             invest their resources in this field.                                                      With the CMO and CIO working together, where there was once a definite division between               these two roles, the lines are now starting to blur - their jobs are crossing over.                  An example of this is in implementing new technology solutions. Where this was once                 entirely the CIO’s role, the marketing team now needs to research and play an active role in               consumer-related technological trends and developments.                                  The CMO needs to make educated decisions about how to use this technology with so             many new user tools and applications available. And decide on which applications to             choose. They can make more informed and better decisions for the organisation by working               with the CIO. So, you can see the value of a collaboration between the CMO and the CIO.                                                The IT team's technical skills and experience need to mix in with the marketing department               's expertise in order to bring full value to marketing operations. Each team 's strengths will                   help build a stronger online presence. Thus, through data and technology, they will be able               to better communicate with the brand's audience.                                                This helps to create a business that creates the right balance between consumer               experience and​ security​.             

3. Benefits of The CMO/CIO Partnership  When both of these parties work together to manage the digital systems of a business,               there are a number of potential benefits involved.                  1. Using Better Technology  Whether cloud-based or an on-premises system, having a well-managed relationship           between marketing and IT will help to make the most out of the consumer-facing               applications. Performance becomes enhanced and success is easier to achieve.                          For example, applications that involve consumer data need to be used by the marketing           department. The IT team can help them better understand and deploy the right technology.                    2. Enhanced Consumer Relationship   Properly managing and understanding data is one of the best ways of truly engaging with             consumers. The CIO will help the marketing team to understand and dissect the correct             data in order to use it for personalization, loyalty, and direct marketing. This avoids               targeting the wrong audience and damaging relationships.                                                      3. Improved Consumer Security 

4. A major challenge in the ​digital age is data and account breaches​. Having a stronger team                   working together on data and account protection provides a stronger sense of trust among             the consumers.                                 The CMOs can partner with CIO to create a good balance between security and experience                   and make sure the consumer trust is never compromised. After all, trust is the foundation of                 any relationship.                               4. Boost in Revenue  CIOs are accountable for accelerating revenue growth by deploying the enterprise's           technical infrastructure. While CIOs deliver intelligent insights to assimilate data points, it is           upon CMOs to capitalize on the opportunity and turn it into growth numbers.                               The CMOs and CIOs have a keen sense of collaboration and work together to develop                   sophisticated analytics, cut down IT expenses, and enable business revenue.               

5.   How CMO/CIO Look Through Digital Identity  The world is rapidly taking a more involved approach to the digital world. Everyday tasks are                 becoming increasingly present online. This means that brands need to deploy a robust           digital identity strategy ​to drive growth and create a strong sense of security among its               consumers. To operate effectively in the digital world, organizations also need to             understand that there are several ways digital identity can be utilized to serve consumers.             Instead of the digital identity being based primarily on security, this can become             increasingly flexible with the consumer-first approach.                                                                                             

6. Best Practices of CMO And CIO Collaboration  For the CIO and CMO to work together with maximum efficiency, there are a couple of                 important steps to take. These will help to enhance the workflow and role of each side. Here                 are a few key areas to consider when these two forces go into a joint venture.                                    Importance of data:​ Enterprises often struggle to consolidate large volumes of data  ● and capitalize on their advantage. This can be easily achieved through shared  analytics followed by shared accountability. CIOs must step in here, as they have  access to new technologies. They should offer a legitimate understanding to  marketers on how data can be connected across businesses.   Let go the tech lingo:​ Both CMO and CIOs are very different people—they speak  ● different languages, so there's an obvious need to become bilingual. When  conversing with the CMO, CIOs should try to avoid highly technical jargon and stick  to the lexicon of business instead and vice-versa.   Break down silos:​ Transparency is critical. When technology and marketing teams  ● work in silos, there's a visible shadow over each other's work processes and often  aren't sure why decisions are made. A joint effort is the best way to overcome the  struggle and ensure digital synergy. A self-directed, cross-functional approach is  what builds more reliable businesses.   Spearhead the consumer experience equation:​ To derive the proverbial ​360-degree  ● view of consumers​, all business departments should contribute all data they have. It  also includes transparency in the analytics model, KPIs that all departments have  agreed to, and what operational model drives consumer responsiveness. Both CIO  and CMO are responsible for the smooth functioning of these efforts enterprise-wide  and, at the same time, serve consumers better.   

7. Final Thoughts  We are in an ever-evolving digital space where brands are forced to adopt new ways to               present themselves online. In this digital world, a collaboration between CIO and CMO is             critical to maximizing an organization’s digital identity strategy to serve consumers better.                                    The whitepaper is available for download:  https://www.loginradius.com/resource/digital-identity-management-cio-ciso-cmo-whitepap er