Albert Einstein once said, “Life is like riding a bicycle. To keep your balance, you must keep moving.”
Nowhere is this more appropriate than in the fast-moving realm of IT. Every day, CIOs weigh risk with innovation. Cost with value. Efficiency with quality. All with an eye on keeping the business moving forward. But perhaps the most challenging balancing act of them all is one IT leaders have struggled with since the beginning of time — balancing their own needs for control, security, and cost savings with the riskier needs of other functions in the business.
In a customer-focused organization, your success as an IT leader depends on how well you can partner with teams like marketing to meet larger customer-centric goals. According to Econsultancy, marketers put customer experience and content marketing at the top of the priority list. CIOs also recognize the need to be customer-focused, as 57 percent say customers are their organization’s top business priority, according to Deloitte.
But without meaningful content and the right platform to deliver that content at the moment it’s needed, your customer experiences will fall flat, and business objectives will be left unmet. Even in the larger lens of digital transformation, content plays a leading role, according to Gartner. The analyst firm notes that both IT and lines of business are exploring ways to get more value from the systems that manage their content—including integrating with other systems to gather analytic insights, achieve continuity across channels, and deliver personalized customer experiences.
“WCM [web content management] now constitutes mission-critical software, particularly for those organizations wishing to advance their digital marketing strategy and improve customer communications.”
Gartner Magic Quadrant for Web Content Management
In light of these market changes, many companies have outgrown their current content management platform or are struggling with the limitations of a legacy system, preventing them from meeting customer expectations, increasing the burden on technology teams, and causing friction between internal business functions and IT. For example, while marketers want to empower business users, deliver content quickly, and keep the brand consistent, IT is thinking about managing user access, keeping systems secure, and controlling costs and risk.
The key to success is to recognize that, while each group may have a different way to get there, the destination is the same — happy customers and a thriving business. A modern-day content management platform can help you keep the needs of IT and marketing in perfect balance so your customer experiences are as powerful as your growing internal partnership.