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, according to the report. 

This represents an opportunity for marketers and security pros to deepen their collaboration by overcoming hurdles such as misaligned priorities, inadequate understanding of roles and lack of communication, says the CMO.

Individuals are encouraged to download the full report here.

Key findings of the report include the following:

  • 79% of marketing leaders say the marketing-security partnership is extremely (44%) or very (35%) important to acquire, maintain and secure customer data for competitive advantage.
  • 33% of marketing-security partnerships are not collaborating effectively. 
  • 84% of marketing leaders say AI and machine learning initiatives pose a growing security threat.
  • 32% of less collaborative marketing-security partnerships communicate only during a crisis.

"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, according to the study. To strengthen the CMO-CISO partnership, CMOs should: 

  • understand the widespread impact that the marketing-security partnership has on your business, both internally and externally
  • get granular when determining what efforts to take to ensure data protection
  • prepare to be at the forefront of AI by acutely examining their data collection, storage and usage across functions, and
  • invest in training and education to improve understanding of roles and responsibilities between marketing and security to make communicating easier and more frequent.

"While marketing departments want to use AI, customer behavioral data and the Internet of Things to personalise customer interactions, they pose significant security risks," says Bret Sanford-Chung, managing director of US marketing consulting, KPMG LLP.

"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. It is important to invest in training and education to improve understanding and communication between marketing and security," adds Sanford-Chung.

Orson Lucas, principal at cyber security services, KPMG LLP, says, "The research highlights the critical need for collaboration between marketing and security leaders in order 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," adds Lucas.

Methodology

The report is based on a survey of over 256 marketing leaders across industries and geographies. Additionally, the council conducted in-depth interviews with executives from:

  • Teradata
  • The Doctor's Company
  • PSEG Long Island
  • Trustwave, and
  • others. 

For more information, visit www.cmocouncil.org. You can also follow the CMO on LinkedIn or on X. 

*Image courtesy of X