In Part 1 of this series on Marketing and IT alignment, How IT Can Break Down Barriers to Digital Agility, we discussed how marketing perceives its biggest barrier to digital agility being IT Infrastructure. In Part 2 of this three part series we address how IT can better support the data needs of the marketing team to build the solutions they require to drive the business. And, how IT can get involved earlier in the solutions requirement process to build better collaboration.
Marketing has become increasingly dependent on technology and digital business transformation initiatives are prevalent in organizations, making the need for better marketing and IT alignment even more important to business success. In fact, a recent survey by Gartner states that the average marketing expense budget is now equivalent to 12% of company revenue and 27% of that is allocated to marketing tech. This 27% means that 3.2% of company revenue is now set aside for marketing technology. Compare this to 3.4% of revenue for the CIO’s tech budget.
Accelent Consulting, in partnership with The CMO Club and Oracle Marketing Cloud, recently published a study, CMO Insights on the Journey to Digital Agility that provides a snapshot of where marketing leaders stand along this path today. 82 CMOs were surveyed and in-depth 1-1 interviews were conducted. The study showed that ‘world-class’ digitally agile enterprises are those with core digital skills, advanced maturity and a desire to proactively seek new digital approaches.
In compiling the report, it became clear that digital agility is not just about understanding what’s needed – it’s also about translating that understanding into action and accelerating adoption. The ROI is clear: reduced costs, increased sales, happier clients, enhanced competitiveness, deeper market understanding and (ultimately) increased revenue and profit.
With this in mind, the top recommendations are:
Digital marketing has undergone tremendous change over the past few years with the introduction of revolutionary new tools and techniques. The result has been a massive cultural shift in which the science of marketing has become (at least) as important as the art of marketing. The need to act faster and adapt to changing customer and market needs, using this technology has put the concept of digital agility front and center.
This report, CMO Insights on the Journey to Digital Agility, provides a ‘snapshot’ into where marketing leaders along this path today. 82 CMOs were surveyed and a few highlights are presented here.
McKinsey Quarterly published an excellent article last week, “Measuring B2Bs Digital Gap” by Liz Harrison, Candace Lun Plotkin and Jennifer Stanlin. The article was based on an analysis of the McKinsey Digital Quotient (DQ) database that the firm has been building over the last three years. Harrison, Plotkin and Stanlin mined the database and found that business-to-business (B2B) companies are behind their business-to-consumer (B2C) counterparts in how they use digital tools.
For us at Accelent Consulting, this comes as no surprise. Our recent study, “CMO Insights on the Journey toward Digital Agility”, reached the same conclusion – B2B companies are lagging B2C when it comes to digital marketing. In the core areas of skills, maturity, flexibility and alignment, B2C come out ahead every time, and in most instances they are at least twice as advanced.