Collaboration Between Marketing and Security to Build Trust
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Marketing and Security Leaders Collaborating for Brand Trust
The CMO Council, in partnership with KPMG, today announced the release of a new report, examining the marketing and security relationship and how marketing leaders can preserve brand reputation amid rising data privacy and security concerns.
Key Insights from the Report
The report found that 79% of CMOs believe the marketing-security partnership is extremely or very important to acquire, maintain and secure customer data for competitive advantage. Yet a third of marketing-security partnerships are not collaborating effectively.
Opportunities for Improved Collaboration
This represents an opportunity for marketers and security professionals to deepen their collaboration by overcoming hurdles such as misaligned priorities and inadequate understanding of roles.
Importance of Strengthening the CMO-CISO Partnership
A strong marketing-security partnership preserves brand reputation in an environment rife with privacy concerns, highlighting that a strong security commitment can also help build the brand. Conversely, a weak partnership can lead to data disasters that erode brand reputation as well as customer and employee trust.
Strategies for Optimization
To strengthen the CMO-CISO partnership, CMOs should:
- Understand the widespread impact of the marketing-security partnership on business.
- Get granular when determining data protection efforts.
- Be at the forefront of AI while overseeing data collection and usage.
- Invest in training to improve understanding of roles and facilitate communication.
Responses from Industry Leaders
Marketing and security can preserve brand reputation and enhance customer experiences by collaborating on data security and marketing strategies. It is crucial to invest in training and education to enhance communication between marketing and security teams.
Methodology of the Report
The report is based on a survey of over 256 marketing leaders across diverse industries. In-depth interviews were conducted with executives from various companies.
About CMO Council
The Chief Marketing Officer (CMO) Council is a global network of executives dedicated to knowledge exchange and relationship building among senior corporate marketing leaders. The CMO Council's members control significant marketing expenditures and run complex marketing and sales operations worldwide.
About KPMG LLP
KPMG LLP provides audit, tax, and advisory services globally, operating in 143 countries with a vast workforce dedicated to community service and professional excellence.
Media Contact Information
Kevin Sugarman
Email: ksugarman@cmocouncil.org
Frequently Asked Questions
Why is collaboration between marketing and security important?
Collaboration helps in preserving brand trust and navigating data privacy challenges effectively.
What percentage of CMOs see the marketing-security partnership as important?
79% of CMOs believe the partnership is extremely or very important to securing customer data.
What are some key challenges in marketing-security partnerships?
Challenges include misaligned priorities, inadequate communication, and a lack of understanding of roles.
What strategies can CMOs implement to strengthen partnerships?
CMOs can focus on understanding impacts, invest in training, and promote frequent communication between teams.
How does the report support future marketing initiatives?
The report provides insights into effective collaboration methods that enhance data protection and customer experience.
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