You can build the most elaborate marketing technology blueprint, but it won’t serve you well without one key ingredient: collaboration.
But before we tackle that challenge, what is a marketing technology blueprint, and why is it important to your organization’s innovation success?
In “How to Create a Marketing Technology Blueprint,” Scott Vaughan, CMO of Integrate, describes it as “a simple visual diagram – captured from a white board photo, organized in PowerPoint or a good old-fashion schematic – that outlines current tech, systems, processes and data flows utilized or needed by marketing. By documenting and visualizing systems and processes, marketers can quickly capture the current state of their marketing technology, identify gaps, overlaps, and chokepoints, and, most importantly, have a single view of their technology investments.”
The most successful marketing technology blueprint is one in which the Chief Marketing Officer (CMO) and Chief Information Officer (CIO) collaborate together to create it.
In “Getting the CMO and the CIO to Work Together as Partners,” Matt Ariker, Martin Harrysson and Jesko Perrey point out that “the CIO is becoming a strategic partner who is crucial to developing and executing marketing strategy. To do this successfully, “CIOs, obliged to turn new technology into revenue, need the CMOs to help them with better functional and technical requirements for big data initiatives.”