“However, marketing and security can preserve brand reputation, ensure data-driven decision-making, and deliver better customer experiences by collaborating on data security and marketing strategies," says Bret Sanford-Chung, managing director, US Marketing Consulting, KPMG LLP.
79% of CMOs believe the marketing-security partnership is essential to acquire, maintain, and secure customer data for competitive advantage. Yet a third of marketing-security partnerships do not collaborate effectively.
This is a finding from the Chief Marketing Officer Council's (CMO), in partnership with KPMG, new report, Marketing & Data Security: The Unlikely Brand Building Partnership.
Orson Lucas, principal, cyber security services, KPMG LLP, says, "The research highlights the critical need for collaboration between marketing and security leaders to safeguard and grow brand trust.
"By overcoming hurdles and deepening their partnership, marketers and security professionals can effectively address rising data privacy and security concerns, preserving brand reputation and ensuring competitive advantage."
The report examines the marketing and security relationship and how marketing leaders can preserve brand reputation amid rising data privacy and security concerns.
It says this relationship represents an opportunity for marketers and security pros to deepen their collaboration by overcoming hurdles such as misaligned priorities, inadequate understanding of roles, lack of communication, etc.
“A strong marketing-security partnership preserves brand reputation in an environment rife with privacy concerns, proving a strong security commitment can also help build the brand,” says Donovan Neale-May, executive director of the CMO Council.
“Conversely, a weak partnership can lead to data disasters which will erode brand reputation as well as customer and employee trust.”
Unlocking a modern marketing strategy requires alignment and collaboration between marketing, security and other C-suite peers.
Key findings of the report include:
To strengthen the CMO-CISO partnership, CMOs should:
Sanford-Chung adds," "It is important to invest in training and education to improve understanding and communication between marketing and security.”
The report is based on a survey of over 256 marketing leaders across industries and geographies.
Additionally, in-depth interviews with executives from Teradata, The Doctor’s Company, PSEG Long Island, Trustwave, and others were conducted.
Download Marketing & Data Security: The Unlikely Brand Building Partnership here.
