CMOs (and marketers in general) are known for their creativity and market savvy, while CIOs and IT departments are indispensable as the architects behind the solutions. However, in order for a modern business to be successful, these two must collaborate successfully. Some companies may look to create a middle-man, in the form of either a Chief Marketing Technologist (CMT) or Marketing Operating Officer (MOO). However, a successful partnership between your current CMO and CIO can bridge the gap to provide an excellent customer experience and drive results. Here’s how you can get started.

Integrate data whenever possible
With social media tracking tools, analytics programs, and high-tech CRM software, marketers and CIOs are uncovering and using a wealth of data for all aspects of their business. The CMO and CIO must look to integrate their data findings whenever fitting. IT departments are often more experienced at tracking and comparing tests to see what works and what doesn’t, so the Marketing department must reach out to their IT team to help track and analyze their campaigns. When it comes to big data, an information-sharing strategy and mindset can help both departments take advantage of a free flow of customer information. Synchronized information won’t just help Marketing and IT; your customer support, sales, and account management teams will all benefit. 

Customer experience is king
Many potential customers will visit a site or check out a company’s social media presence before making a purchase. Marketers need the help of IT to execute a great customer experience online. IT may be the ones who build it, but they need the help of the Marketing team to design a great customer experience across all touch points. Teams working towards a common goal will naturally begin to work more closely together, spurring collaboration and engagement. While both the CMO and CIO will have other priorities in addition to an improved customer experience, having shared goals will encourage both individuals to come together and innovate on their offerings. 

Develop a marketing-technology strategy
Both marketers and IT teams want to leverage social, mobile, and cloud technologies faster and more efficiently, reaching the right audiences at the right times. A Marketing-technology strategy displays consistency in the experience from start to finish and encourages both the CMO and the CIO to find new ways to leverage data, skill sets, and technology for greater overall success. A Marketing-technology strategy will give your business an edge over competitors. As the CIO and the IT team work together to capture customer trends and behavior, Marketing can use this information for more targeted strategies.

Bridging the gap between Marketing departments and IT departments isn’t always easy. However, with the amount of data and information that businesses are now collecting, finding and establishing cohesion between these two areas of your business is critical. With strong leadership, strategies and mutual benefits in place, executives and employees will be more effective in working across their departments for greater overall success. Use data sharing and the common goal of a better customer experience to develop a Marketing-technology strategy, and you will boost your bottom line. 

Author Bio: Erica is a copywriter for Business.com. She writes about a range of small business topics including online marketing efficiency, social media strategy, and business tech. Follow Business.com on Twitter! 

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