A study by Netbiscuits has found that there are internal tensions between CIOs and CMOs over mobile web strategy within their companies.
Netbiscuits, provider of software solutions for adaptive web experiences, revealed the findings from a US/UK survey of 300 CIOs, CMOs and other C-Level executives on mobile web strategy within their organisations. The study found that there are internal tensions between CIOs and CMOs, which are driven by different motivations, yet are united by a shared aim of designing a universal web experience for their customers.
The research by Netbiscuits found that the tension between the CMO and CIO is driven by conflicting motivations across the business. While the CMO is focused on improving aspects of the customer experience, the CIO is more aware of the technical challenges in delivering some of the CMO’s requirements. For example, 53% of the CMOs surveyed cited ‘provide customers with more channels for interaction’ as a critical factor, compared to just 35% of CIOs. 44% of CMOs stated that ‘improving customer online engagement’ was critical ahead of CIOs at 29%. 86% of the CIO respondents were more concerned with the bottom line revenue improvement from improving sales via mobile platforms.
The study has found that 51% of CMOs believe that they should acquire more ownership of mobile strategy. Only 9% of CMOs would like having joint ownership of mobile web strategy while 23% of CIOs and 30% of other C-suite executives would be happy to share ownership. Twice as many CIOs think that mobile web strategy should become more of a marketing function than CMOs, who believe that their technology counterparts should gain more ownership.
The study identified a number of areas in which both the CIO and CMO functions had clear advantages and disadvantages, which combined could create the optimal approach to developing a mobile web strategy. 50% of CMOs said that testing was critically or very important to improving customer experience. By contrast, 74% of CIOs said that testing was critically or very important. The CIO’s focus on the technology layer and standardisation of the process, mixed with the CMO’s bias towards the customer experience is a good combination for both the CIO and CMO to come together.
Daniel Weisbeck, CMO and COO for Netbiscuits, comments on the study’s findings: "Mobile web strategy must be based on clear, common business objectives with targets defined in both the CIO and CMO areas. 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."
