• May 29, 2015

At the Intersection of IT and Marketing

By Louanne Buckley, Vice President, Global Marketing, Enterprise Services, Hewlett Packard Enterprise

The Conversation You Should Be Having With Your CMO

An uninterrupted flow of insights, continuously feeding information back into the business, gives an organization affirmation to pivot, redirect, or even accelerate.

Louanne Buckley | HP Enterprise ForwardWhen I think about the movement toward digital everything, I see opportunity. Everywhere.

Technology-empowered consumers and citizens are forcing the enterprise to respond. In the New Style of Business, every interaction is a moment of truth that can make—or break—an organization. And every touch point is a potential window into how and why. This is where the enterprise can engage and change the customer experience like never before. It’s where technological swagger and marketing savvy intersect, and the combination can be powerful.

If your marketing department is stuck in the role of brand police or collateral-pusher, you’re not on the right bus. Customers are making choices faster than ever. Analytics surrounding these actions are a treasure trove of actionable information. What are their preferences and behaviors? Where are the patterns? How can the enterprise use this information to create new channels, products, and experiences?

A strategy driven by data and propelled by ongoing analytics is key. An uninterrupted flow of insights, continuously feeding information back into the business, gives an organization affirmation to pivot, redirect, or even accelerate—tinder for your ongoing transformation.

Keep a holistic view of the opportunities. Engagement is no longer a logo, an advertising campaign, a few product guides, or a sales meeting. It’s a series of compelling experiences across a mix of environments working together—and they all matter. So put your customer journey under the microscope. Chart the end-to-end experience through your customers’ or citizens’ eyes. What are the touch points? Which channels are optimal for successful engagement? How do you nurture and move them from one experience to the next? It’s a discussion that should include your CMO and CIO.

The CMO owns defining the client experience. Technology creates and enables the channels through which that experience and its feedback flow. Together, the CMO and CIO help drive fluid, highly personalized interactions that keep customers coming back— stickiness that leads to loyalty and builds a relationship that makes a difference to customers at the moment of decision.

It’s a logical result of the technology and the business working together toward transformation. And an opportunity you can’t afford to pass by.

Louanne Buckley
Vice President, Global Marketing, Enterprise Services, Hewlett Packard Enterprise