– Ali Moinuddin, CMO at Workshare, says:
Nearly two years ago, Gartner predicted that the CMO will spend more on IT than the CIO by 2017. While this was particularly surprising in 2012, advanced technologies are now more accessible to marketing professionals than ever – and we have three years to go. In the past, technology was out of reach for marketers’ with IT often standing in their way. However, the advent of the cloud was a game-changer, enabling different kinds of users to directly access simple and easy-to-use technologies without IT needing to help with set up.
Enterprise file sharing and collaboration are applications that are more accessible thanks to the cloud. As a CMO myself, I know firsthand how important efficient collaboration is for my team. We work with different teams across multiple projects and initiatives at once, and we need technology that easily supports us. In an increasingly competitive and results-driven world, today’s marketer needs to maximize the effectiveness and efficiency of all marketing activities to thrive and cloud based collaboration tools facilitate this.
Whether I’m creating presentation materials, reviewing PR content with my corporate communications team or discussing the numerous marketing activities executed by vendors across the globe, using cloud collaboration tools allows me to save time and be productive. Running several projects over email is frustrating, disjointed and time-consuming; email has its place in the office, but relying on it to receive and discuss feedback on a document sent out to multiple parties is difficult to do and manage in a timely manner. With cloud-enabled collaboration technology, you can upload a document to keep track of all comments and edits on the document made by anyone in one place, ensuring a single version of the document. This saves a lot of administrative overhead for my marketing team, as anyone can upload additional versions of any file – be it a PowerPoint, PDF or Word document – and I can see what’s changed in an instant. Review cycles are more efficient and timely, and we can sync to any device, which is crucial for today’s on-the-go worker.
Recent research from marketing strategy consultancy CMG Partners shows that CMOs and their teams must be agile, meaning focused on productivity, but also on creativity by driving efficient processes. This is key for my team because with enhanced efficiency in our collaborative process, we have more time to dream up the magic ideas that continually drive our business forward. When systems and processes work well, teams can collaborate and build messages and campaigns that are powerful and resonate on an emotional level with your customers.
As a CMO, I truly believe that cloud collaboration technology offers considerable value to businesses. Having a central, secure online environment enables teams to collaborate seamlessly and share ideas, which fuels creativity to drive effective campaigns. Teams have visibility on all ongoing activities, and can access content wherever they are to increase productivity.
While some people may have questioned Gartner’s prediction back in 2012, I had a unique perspective as a CMO in the technology field. I know how the cloud is impacting our world overall, and see every day the changes that it has on the field of marketing. Enterprise file sharing and collaboration is just one example, and as we march toward 2017, the CMO will continue to implement technologies to increase efficiency and productivity.