If you ask CMOs, CIOs and CTOs about which specific challenges and opportunities they’re thinking about, you’ll see that C-level executives have had goals that run parallel and never really intersect.
If telecom operators want to take advantage of the latest technology to build business and revolutionize customer service, it’s imperative for them to bridge the silos between executives.
Right now, executives from different departments are separated by how they’re measured. For example, operators gauge CTO and CIO performance against IT and network infrastructure performance. Meanwhile, CMOs are measured by bottom-line business objectives.
When job performance hinges on different metrics, collaboration can be a hurdle. CIOs could be reluctant to incorporate a new technology for a marketing purpose. CMOs may not want to take the time to learn about network data usage from CTOs, because they don’t see how it’s relevant.
Predictive analytics are going to change all of that. Since these kinds of tools integrate data across network and marketing functions, multiple departments are going to have to come together in order to leverage analytics to the fullest.
CMOs will have to work closely with CIOs and CTOs to track how data is being used by customer segments and use that information to orchestrate campaigns. CTOs will need to monitor how these campaigns affect network performance.
Such collaboration will be a lot smoother when executives stop worrying about their own metrics and remember the common goal that they all share -- delivering an optimal customer experience. This is where the responsibilities of C-level executives of the telco world overlap, and is especially critical as CSPs try to uncover new revenue streams.