CMO Council and BPI Network Launch Program with Accenture Interactive to Amplify Need for Alignment between CMO and CIO in Digitally-Driven Age of Customer Engagement
New Research Program to Explore How This Powerful Alliance Can Help Drive Revenue and Differentiation through Customer Relevance
PALO ALTO, Calif.; July 1, 2010 – The Chief Marketing Officer (CMO) Council and the Business Performance Innovation (BPI) Network, working with Accenture, have launched a new research program focused on the critical need for alignment and partnership between CMOs, Chief Information Officers (CIOs) and their teams.
The research will delve into issues, challenges, and the need to maximize these cross-functional efforts, establish clearer expectations and redefine yesterday’s skill sets to meet tomorrow’s business demands and drive greater return on marketing investments while using the latest technology and communication channels to improve the relevancy of the customer experience.
“As leading change agents, CMOs and CIOs work together closely in this journey to optimize customer lifetime value through more personal, relevant and engaging interactions with customers and prospects,” said Tim Breene, Accenture’s senior managing director of strategic initiatives and chief executive of Accenture Interactive, a new business launched by Accenture in September to help organizations on their journey towards agile, intelligent marketing. “Digital presents an unparalleled opportunity for companies to get to know and interact with consumers at a deeper level of intimacy than previously possible, and play back relevant experiences that collapse and ultimately shorten the marketing to sales cycle.”
In today’s always-on, digitally connected world, the primary business performance imperative is to align marketing and information technology to drive customer relevance and retention through better aggregation, utilization and segmentation of customer data. To achieve this, the CMO and CIO must work together to improve the customer value a company delivers through more efficient, personal, and engaging customer interactions. Yet all too often, these corporate functions are at odds with each other, struggling to find common ground to establish a culture of collaboration and a common customer-centric vision.
“There is a new level of hyper-connectivity and demand for instant service attention and relevant content that is making customer experience a key brand differentiator and a critical means of competitive advantage for those who meet or exceed expectations,” said Donovan Neale-May, executive director of the CMO Council and BPI Network. “Access to customer data and scalable technology platforms have become essential enablers of marketing effectiveness, creating the potential for more adaptive, intelligent marketing organizations and more responsive, customer experience-centered corporate cultures.”
Through this initiative, an executive leadership committee of leading marketing and IT executives will be gathered to share insights and experiences in how working with their respective cross-functional partners has enabled organizational transformation and optimized customer experience. Executives from Bank of America, Citi, Dell, Dupont, Electronic Arts, GE, Kimberly Clark, Prudential, and Seimens Communications have already joined this gathering of thought leaders, and will be joined by experts, academics, authors and corporate executives who will share points of view and best practices. The insights provided by the committee will be coupled with results from an industry wide online audit to better understand the challenges, opportunities and benefits of this alignment. In addition, a content-rich site highlighting the latest news, articles, white papers, books and resources will be launched to provide both CMOs and CIOs with information to continue this critical conversation.
For more information about the initiative, please visit www.cmocioalign.org.
Accenture is a global management consulting, technology services and outsourcing company, with more than 190,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$21.58 billion for the fiscal year ended Aug. 31, 2009. Its home page is www.accenture.com.
About the CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 5,000 members control more than $150 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, LoyaltyLeaders.org, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience (FAME). www.cmocouncil.org
About the BPI Network
The Business Performance Innovation (BPI) Network (www.bpinetwork.org) is an influential group of senior-level executives driving transformation, process re-invention, organizational innovation, lean operation, and competitive adaptability in multi-national enterprises worldwide. Members of this change-centered affinity network represent companies with combined annual revenues of more than $1 trillion. The aim is to share thinking and advance best practices in how enterprises can "transform to better perform" as they seek to tap more complex, cost-sensitive, growth markets with large, diverse and evolving consumer and infrastructure needs.