AMP 250: Why the CMO and CIO Relationship Matters for Marketing Success With Theresa O’Neil From Zylo

How well do most CMOs know their CIO or IT director? Not as well as they should. It’s important for marketers to build strong relationships with their technical teams to achieve marketing success.

Today’s guest is Theresa O’Neil, CMO of Zylo, a SaaS management platform. She talks about what and why CMOs and marketing leaders need to navigate side by side with IT to get the most from their technology, to make sure they're not bleeding their martech stack budget, and to ensure that they're collectively driving the most ROI possible.

 

Some of the highlights of the show include:

• Marketers: Use the right tools to get the right jobs done for the right people
• How many SaaS applications does the average company purchase? A lot
• How many of those SaaS applications are not actually being used? A lot
• Marketing creates pipelines so sales can close deals and generate revenue
• Win-Win: Marketing and IT team up to make people happy, effective, productive
• Shadow IT: Marketing and IT collaborate and crowdsource selected software
• Goals and Objectives: How to build a bridge between marketing and IT
• Technology is great when it works, but who fixes the problem when it doesn’t? IT
• Maintain and grow lifecycle mentality by putting technology, processes in place

 

Links:

• Theresa O’Neil on LinkedIn
• Zylo
• Coupa
• Ben Sailer on LinkedIn
• CoSchedule

 

Quotes from Theresa O’Neil:

“In marketing, to do a great job, you need the right tools, and it's never been more important than it is now.”

“The average company has over 600 SaaS applications. Most of them, IT doesn't know about.”

“38% of licenses go unused every month. Just think about it. If you could reclaim 38% of your tech budget, for a marketer, that could absolutely be found money that you could use for a new initiative, or program, or something else that can really help you meet your goals.”

“By partnering together and making those employees happy and productive, you're also making sure you're not wasting budget.”