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Strategy to become more customer-focused in 2015

Posted by Eureka Editor

Last updated on January 13, 2015

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Who creates a strategy in your company?

Strategic planning is needed by all businesses as they move into the new year. Knowing where a business is going, creating a roadmap to get there and executing it with short- and long-term goals is how many will approach their immediate future.

But who is in charge of such a strategy? According to one expert, chief marketing officers (CMOs) and chief information officers (CIOs) will be increasingly charged with keeping a company heading in the right direction.

Cliff Condon of Forrester Research said these two ranks of employee will be best placed to offer customer insight, making them increasingly responsible for strategic planning.

"In my role as chief research officer, one thing is now clear to me: The two roles that matter most for 2015 are the CIO and the CMO - their relationship and joint strategy to boost the business will determine the future of any corporation."

This is not only something for enterprise businesses to consider; even smaller companies can see how employees with the best customer knowledge can be put in charge of strategic decisions.

However, the real task is how CMOs and CIOs will work together on such a joint operation. Opening the lines of communication will be essential, otherwise the right leg won't know what the left leg is doing.

Forrester found that this communication barrier could be a problem for many. When asked whether their CMOs and CIOs develop a technology strategy together before allocating a budget, 53 per cent of people in marketing said they did not, and 43 per cent in technology management departments agreed.

What's more, 49 per cent of both departments said technologies aren't decided upon and adopted as a joint decision.

It's clear that businesses all over Australia will need to communicate more if they are to put customer experience at the heart of their industry. A simple teleconference call can work wonders in keeping whole departments up to date - wherever they are located.

By being scalable for all business sizes, a low cost conference call is an ideal way to communicate throughout the whole strategic planning process.

Topics: Teleconferencing

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