Use PR to achieve unity and increase profitability
You’re sitting in a meeting listening to the chief information officer and chief marketing officer going at it … again. Perhaps this time it’s budget issues or a disagreement over the direction of a major campaign, but one thing is certain: Enough is enough. These are two of the most vital roles in any organization and when they’re squabbling constantly, your whole company suffers.
According to a new study by Deloitte Digital titled “The CMO-CIO Relationship,” getting these teammates to collaborate in a seamless way can lead to a better experience for your customers and increased profitability for you. The CIO and CMO are instrumental in taking your business to the next level, and PR can help you bridge the gap between them.
Key findings from the study
Minor changes to the structure of your organization can help.
Instead of creating role-specific duties, it may be better to develop integrated teams for various projects and initiatives. As the functions evolve, so will your business.
Using the right technology and accessing the best data can help the groups work together.
Any effective collaboration requires proper tools. When both functions have the information they need using shared technology, they’re able to use their skills for building an improved customer experience rather than arguing over when and how the data gets shared.
You shouldn’t be afraid to cross-train and share responsibilities.
For example, if someone in the CIO camp has advanced information technology abilities, you can use him to fast-track campaigns without having to wait for the IT department. Both groups can use this kind of help to move projects forward quickly and take advantage of opportunities for customer engagement.
What your company can do to foster more collaboration
Focus on future solutions, not past problems. Moving forward, communications should revolve around how you’re solving the problem rather than dredging up old conflicts. For instance, instead of saying “We can’t do this project because the last time we tried something similar the CIO and CMO butted heads,” you can say “This will be a great project for us because we now have a data sharing platform that will allow the CIO and CMO to stay nimble, connected to the customers and really drive our company’s growth.”
Remember to focus on the customer. When everyone can relate his actions to the end result of attracting more customers and increasing market share, communication and collaboration will be more effortless and efficient.
Make collaboration a company-wide objective. While the CIO and CMO issues may be more frequent and garner the most attention, it is crucial for everyone in your organization to work together. If everyone is rowing in different directions, your boat will go nowhere and eventually sink.
How PR can help the process
Working with PR can conquer many of these challenges. A PR firm can help you develop targeted, integrated messages for increased consumer engagement and profitability.
At Axia, we have the measurement tools and communication tactics that will help you find the right customer outreach channels and meet your long-term strategic goals. For more information on how we can bring cohesion to your organization, contact us today or register for our 60-Second Impact program today.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.
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