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Achieving common goals: Getting Mars and Venus to the same table

Carol Kruse, the marketing wizard, and Skyler Mattson, President of Wongdoody.

Highlights

  • “It was about how are we going to communicate with the customer in a meaningful way,” says marketing wizard, Carol Kruse
  • Historically, the partnership between CMOs and CIOs hasn’t been very strong, wherein technology was focused more on the back office, while marketing was a more customer facing operation.
  • A growing digital, mobile, and social environment along with data, necessitated the need to marry marketing and technology operations, she says.

When Carol Kruse became a part of Coca-Cola, she started their initial digital initiatives, like websites, advertising, social, among other things, and while doing that, she worked with the then CIO of the organization. While working with him she observed his deep focus towards the end consumer, or the end user.

Resultantly, she started bringing together the technical partners to focus groups. It was neither about cool technology, nor was it about selling a product. “It was about how are we going to communicate with the customer in a meaningful way,” says Carol Kruse, the marketing wizard, in a chat with Skyler Mattson, President of Wongdoody.

According to Kruse, who has worked with organizations like ESPN and Coca-Cola, historically, the partnership between CMOs and CIOs hasn’t been very strong. Technology was focused more on the back office, while marketing was a more customer facing operation.

“But then, the world exploded,” says Kruse, speaking about a growing digital, mobile, and social environment that necessitated the need to marry marketing and technology operations. “Then you add in all the data,” she says.

“It was like Men are from Mars and Women are from Venus. You just have really profound differences. So, there were multiple layers that you have to break down.”

When she had brought together the two divisions to the same table at Cola-Cola, it helped everyone focus on the same end goal, which wasn’t difficult since people were recognizing that they were working better together.

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