These days, CMOs are expected to be not only marketing gurus, but also technology enthusiasts. In an August 2018 survey from Forrester Consulting and Accenture Interactive, 26% of marketers worldwide said that, when it comes to innovation over the next 12 months, one of the key elements of the CMO role will be driving a new technology strategy.
But having a technology strategy in place is not enough. It needs to be integrated with the rest of the enterprise’s ecosystem. To do this, marketers must collaborate with the IT team. For our upcoming report “Canada Martech 2019,” we spoke with Gregoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about what that looks like.
eMarketer: What’s your first step in rolling out a new technology?
Baret: Everything starts with a co-creative session to hear everyone’s advice and define what the key elements we want to follow are. The meeting could include people from IT to sales to development. The goal is to get an extensive overview of things we need to consider—whether it’s related to business or technology.
eMarketer: What is IT’s role during these meetings?…
