Unexpected_IAM_Pro_Support_CMO.pngThe world of digital business is changing rapidly, and it’s highly competitive. Companies can easily lose customers to competitors, in most cases with only a single click. This environment puts pressure on CMOs to innovate and improve customer experience on a scale and at a pace that’s never been encountered before. As marketing teams accelerate their efforts to successfully drive top-line growth across a growing array of apps, devices and channels, they are running into obstacles.

The problems they face can seem unrelated, from data breach worries and proving bottom line value to meeting customers’ growing expectations. Yet look closely and you’ll recognize that many of the challenges relate to a single issue—a lack of identity management capabilities that enable marketing teams to manage, secure, and use customer identity data.

The identity management landscape is undergoing a dramatic evolution. Services and technologies that handle narrow aspects of identity management are entering the market making it hard to navigate the different options and understand the interconnected relationships and the disconnects between the available functionalities. Some marketers are piecing together services to address their needs as best they can, but this approach often leaves huge capability gaps, not to mention it can create entirely new challenges that are worse than the original issues.

It also results in the IT team’s worst nightmare of shadow IT that undermines the efficiency of overall processes and systems and creates security vulnerabilities. What’s more, it can also cause regulatory compliance issues. It’s a serious problem, particularly when handling sensitive customer identity data.

The solution is often hiding in plain sight. Organizations with Identity and Access Management (IAM) teams and systems already have the expertise and the experience to address the CMOs toughest challenges when it comes to leveraging customer identity data to improve customer experience and grow revenue. These professionals have been managing employee identities for decades and possess the skills and knowledge required to help marketing teams deliver on their digital marketing strategies.

The IAM team can help marketing teams identify and implement a Customer Identity and Access Management (CIAM) platform that supports marketing objectives such as:

  • Personalized customer engagement
  • Seamless multichannel customer experiences
  • Convenient, yet secure account registration and sign-on
  • Capturing and enforcing customer preferences and communications consent
  • Third-party data sharing while enforcing privacy and regulatory policies
  • Self-service account management
  • Fast time to market for new apps
  • Gaining a unified profile for a comprehensive view of the customer

New apps, new channels, new devices and growing trends such as mobile usage and the Internet of Things (IoT) are dynamically changing the digital business landscape. Customer Identity and Access Management has a large role to play in helping businesses keep pace with the evolution and compete. CMOs who enlist the help of their in-house IAM teams’ identity management expertise will be able to quickly advance the success of their marketing initiatives.

EXECUTIVE BRIEF: Top 3 CMO Challenges Only IAM Pros Can Solve

Discover three critical challenges CMOs face and how Identity and Access Management (IAM) teams can resolve them.