This presentation shares 4 strategies a CMO and a CIO of a company can use to leverage their experience, communication, vision and overall team objectives for total business success and growth. The way that business is evolving now means that CMOs and CIOs now need to work more closely together than ever. From search marketing consultants at http://www.chaosmap.com

1. 1
“How the CMO
Should Talk To the
Company CIO”
(4 Key Tips To Make A Difference)

2. 2
The relationship between many CMOs (Chief Marketing
Officer) and company CIOs (Chief Information Officer) is
strained at best.
This has been a difficult relationship since almost the
beginning of time.
And it’s probably a really fundamental issue – the fact that
they are usually such different people.
On the one hand you have someone who is creative, has to
think outside the box, likes to let things flow, and is usually
pretty outspoken and extrovert (without wanting to
generalize!).
And on the other, you have someone who works with rules,
within parameters and specifics and are often more
introverted.
They are two completely different minds, and for some
people this is a recipe for success and for others, can turn
into a complete disaster.
The problem is that these days each one cannot just stick to
their office or floor, amongst their teams and try to forget
that the other one exists.
The way that business is evolving now means that CMOs
and CIOs now need to work more closely together than
ever.

3. 3
The Impact Of Big Data (and you thought it was just a
marketing buzz-word!)
The business world today is much more dependent on their
IT department’s ability to gather and analyze big data.
There is so much data that you need specific analytic
programs, tools and processes to be able to properly see
trends and patterns. This data is vital in measuring the
successes and areas to be improved on as a business and
especially in marketing.
And who can do this? The CIO and team.
Why the CMO and the CIO should be friends?
The relationship between the CMO and the CIO has never
been more important for each of them. With the
technological advances, we are seeing far more data
available.
This data is essential for a business to move forward, and it
can only be collected, analyzed, presented and used if the
CMO and the CIO work in perfect harmony.
● What’s in it for the CMO? – Whether a marketer is
pitching, updating or evaluating marketing strategies or
whether they are trying to come up with new ones, it is
essential that they can see the effectiveness of past
ideas and campaigns, as well as any market research
which might have been carried out. The CMO needs to
have the right specific information so that they can
either make their point or see what factors have made
past campaigns successful. And this is done by having
the right data, asking the right questions and analyzing
and presenting the information in the right way – all of
which the CIO can do.

4. 4
● What’s in it for the CIO? – The information
technology team are essentially there to provide an
internal service to the company, but also provide
external facing systems and tools (company website,
API integrations and much more). This means helping
in many different ways, from fixing/replacing
computers, patching software, keeping the network
secure, databases and software stability and to
providing the information for other people within the
company to do their jobs properly. By having good,
open channels of communication between the CIO
and the CMO, the information side can help to provide
the right data, and present it in the right way, hence
cementing their value to the continuing growth and
success of the company.
● What’s in it for the Business? – This really is the
crux of the subject. There are a number of ways that
this new-found friendship can be integral to the
success of the business: -
Evolution – by working together, the business can
evolve much quicker. By each of them giving the other
the information that they need, and this collaboration
will push the business forward much faster.
Shared Skill Sets – Over time, each will begin to
develop some skills which they have learned from the
other. This means that both will be able to do their job
better, communicate between each other better and
drive the business forward better and quicker.
Boost Customer focus – Instead of straining
themselves on getting along and their relationship,
CMOs and CIOs can begin to start focusing on the
really important thing – the customer and the way that
they help them. Marketers can focus properly on
fulfilling their goals, and the CIO can focus on getting
the right data for them.

5. 5
Personal and Conflicting Communication
When it comes to two people, there is always a possibility
that they won’t get along on a personal level.
However, when it comes to the CMO and the CIO,
regardless of the potential polarization of their personalities,
a professional relationship must be attempted.
This relationship needs to be one of mutual respect and
understanding (and maybe patience) of the other’s job and
working methods.
You are not the same and probably never will be the same!
So what can you do to create and nurture this new beautiful
relationship?
Here are the 4 ways that a CMO and CIO should
communicate with each other:
● Try to understand the way that each other work.
The importance of deadlines, working methods, even
how and how often they communicate. Make sure that
you tell the other of the expectations that you have of
them, and realistically of what you can deliver for
them.
● Be as clear as possible. Information technological
people generally have logical, scientific minds. So if
you are a marketer, try to set out information in a way
that they will clearly understand and process it. This
way, they can help you to get the right data that you
need.
● Be prepared for the unexpected. Sometimes it will
be in the best interests of the company if you (or they)
change something. It might be annoying or not
something that you usually do, but try to embrace
changes and not complain or refuse.

6. 6
● Remember, you’re a team. Even if you don’t have
much in common on a personal level, you do on a
professional one – the long term success of your
business. Try to make this the focus of everything that
you do, and bear this in mind when times get trying.
It’s about the goals of the business, not personal or
individual preferences or agendas.
The relationship between a CMO and CIO can be a difficult
one to manage, due to the nature of human psychology and
work focus, but it is one that is essential for total success.
The two roles are becoming increasingly linked together
and this is why it is important to work on this relationship.
The better that you can work together with mutual respect
and understanding, the more effective both of your roles will
be within a business.
ABOUT THE AUTHOR:
Jon Rognerud is a recognized authority on SEO, who has
spent more than 20 years creating and managing web and
marketing projects from small to large companies, including
positions at online giant Yahoo!.
He is the founder of Chaosmap.com, a leading Fortune 500
search marketing communications company in Los
Angeles, CA. He plans, builds and delivers profit-making
SEO, PPC and Social Media training, consulting as well as
breakthrough speaking seminars.
He also writes practical tips on his
website, http://www.jonrognerud.com