CIOs, CMOs Battle Over Mobile Strategies: Netbiscuits
The CMO is focused on improving aspects of the customer experience, while the CIO is more aware of the challenges in delivering the CMO’s requirements.There is a battle brewing in the C-suite over the way corporate mobile strategy gets decided, and chief marketing officers (CMOs), chief information officers (CIOs) and other C-level executives are driven by conflicting motivations across the business, according to a survey sponsored by Netbiscuits and conducted by Vanson Bourne. The CMO’s determination to be the driving force in shaping mobile Web strategy is leading them to be the aggressor in the C-suite battle with the CIO. More than half (51 percent) of CMOs believe that they should acquire more ownership of mobile strategy, and twice as many CIOs (18 percent) think that mobile Web strategy should become more of a marketing function than CMOs, who think their technology counterparts should gain more ownership. “Mobile Web strategy must be based on clear, common business objectives with targets defined in both the CIO and CMO areas,” Daniel Weisbeck, CMO and COO of Netbiscuits, said in a statement. “The real battle to watch therefore is not between the CIO and the CMO, but whether a joint CMO-CIO approach or a dedicated-function approach provides the best mechanism to align customer-experience objectives with the technical challenges of delivering these goals. A successful combination of their approaches and motivations provides the real basis for an extremely strong mobile strategy.” The study indicated that while the CMO is focused on improving aspects of the customer experience, the CIO is much more aware of some of the technical challenges in delivering some of the CMO’s requirements. For example, 53 percent of the CMO respondents cited “provide customers with more channels for interaction” as a critical factor, compared to just 35 percent of CIOs. Meanwhile, 44 percent of CMOs said “improving customer online engagement” was critical, ahead of CIOs at 29 percent. A whopping 86 percent of the CIO audience was more concerned with the bottom line revenue improvement from improving sales through mobile platforms.
The survey also found that CIOs are likely to be more gracious toward joint ownership of mobile Web strategy. Other C-level executives agree (30 percent), but CMOs completely disagreed. Just 9 percent of CMOs said that dual ownership was desirable.