CMO and CIO Partnership Outcome – Human Experience Powered Digital Transformation: Infosys Study
Nearly 44% of top-tier companies expect a collaborative CMO-CIO relationship to boost profitability by 5% or more
BENGALURU: Infosys (NYSE: INFY), a global leader in next-generation digital services and consulting, today unveiled its market study titled, ‘CMO and C-Suite: The DNA of Partnership.’ This latest research by the Infosys Knowledge Institute focuses on how the pandemic has influenced CMO and CIO roles to converge and digitally transform multiple dimensions within an enterprise. The survey revealed that a CMO’s people-centered skill set and CIO’s insights into enterprise IT systems are vital to the success of this new collaborative ecosystem. The research identifies both current and future initiatives that can serve as a guide for CMOs and CIOs in their endeavor to build adaptability and resilience within their organizations.
In the era of pervasive data intelligence, data is becoming more dynamic and transformative. The COVID-19 pandemic was a wake-up call, and enterprises have begun to embrace the opportunities presented by digital technologies to survive and thrive in this new normal. Two of the core business disciplines are at the forefront of this digital transformation: IT and Marketing. The pandemic has accelerated the need for marketing and IT teams to interconnect and radically transform the business. The CMO-CIO collaboration will serve as a force multiplier to drive revenue and digital maturity while evolving the organizational DNA in this digital age.
For this study, Infosys surveyed 970 business leaders and interviewed CIOs and CMOs to get insights into the crisis-induced collaboration between the two departments, and to test the proposition of stakeholder capitalism as a viable path forward:
Sumit Virmani, CMO at Infosys said, “As the marketing spends on digital channels continues to grow in this new normal, human experience has taken center stage across businesses. The pandemic has not only altered the way engagement is viewed across every touchpoint, it has also accelerated digital transformation, creating a need for relevant and personalized experiences. Now is the time, more than ever, for CMOs and CIOs to collaborate to deliver tangible business outcomes. When the dust settles, companies that will emerge stronger will be the ones where the marketing and technology functions took joint ownership to drive digital transformation and engage customers in a meaningful way.”
Carol Kruse, Former CMO of ESPN and Cambia Health and former Head of Global Digital for The Coca-Cola Company said, “The work styles tend to be very different between a technical person and a marketing person, which leads to work culture differences. Traditionally, this cultural difference has hindered collaboration and that’s what this report highlights — that intense collaboration between the CMO and the CIO has to be our new reality. Fostering a culture of collaboration between these two groups brings tangible benefits, and the report proves that working together, across the C-Suite, has never been more critical.”
Max Chan, Chief Information Officer, Avnet commented, “During the pandemic, we learned just how quickly we could implement cloud technology and scale digital transformation. Now we need to make the most of that rapid scaling. We are working with the marketing team to align our digital strategy with our business strategy. One of the focuses is to redesign our digital customer journey. Instead of providing an alternate digital channel for our customers to interact with us, we are working with marketing to redesign our customer interaction by making digital as an integrated aspect of our end-to-end process.”
Skyler Mattson, President of WONGDOODY added, “Since the pandemic began, companies see that the person is powerful. HX puts the consumer, client, or employee at the center of everything we do — end to end. This research shows that companies that have excelled in digital transformation have mastered HX, resulting in greater digital maturity than their peers.”
For a full copy of the report please visit: https://www.infosys.com/navigate-your-next/research/cmo-csuite-dna-partnership.html
To see experts, discuss key findings from the report, click here and watch an InfyTV video.
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