New Research Finds 79% of CMOs Believe the Marketing-Security Partnership Is Extremely or Very Important to Acquire, Maintain and Secure Customer Data for Competitive Advantage

The CMO Council, in collaboration with KPMG, has released a pivotal report titled “Marketing & Data Security: The Unlikely Brand Building Partnership.” This report explores the critical relationship between marketing and security teams, emphasizing how their collaboration is vital for maintaining brand reputation and securing customer data amid escalating data privacy and security concerns.

1. Importance of Marketing-Security Partnerships

• High Importance: 79% of CMOs consider the marketing-security partnership extremely (44%) or very (35%) important for acquiring, maintaining, and securing customer data.
• Collaboration Challenges: 33% of marketing-security partnerships are not collaborating effectively, indicating a significant gap in cooperation.

2. Rising Security Threats

• AI and Machine Learning Risks: 84% of marketing leaders view AI and machine learning initiatives as increasing security threats.
• Communication Issues: 32% of less collaborative partnerships only communicate during crises, highlighting a need for more proactive engagement.

3. Strategic Recommendations

• Understand Impact: CMOs should grasp the extensive impact of the marketing-security partnership on both internal operations and external customer trust.
• Granular Efforts: Implement detailed measures to ensure data protection across all business functions.
• AI Considerations: Examine data collection, storage, and usage, especially in the context of AI and emerging technologies.
• Training and Education: Invest in education to enhance understanding and communication between marketing and security teams.

Expert Insights

• Donovan Neale-May, Executive Director of the CMO Council: “A robust marketing-security partnership is crucial for preserving brand reputation. A weak partnership can lead to data breaches that erode trust and damage the brand.”

• Bret Sanford-Chung, Managing Director, US Marketing Consulting, KPMG LLP: “While marketing departments leverage AI and data for personalization, these pose significant security risks. Collaborating on data security strategies is essential for ensuring data protection and enhancing customer experiences.”

• Orson Lucas, Principal, Cyber Security Services, KPMG LLP: “The report underscores the need for stronger collaboration between marketing and security leaders. Addressing data privacy and security concerns effectively requires overcoming hurdles and deepening their partnership.”

The “Marketing & Data Security: The Unlikely Brand Building Partnership” report emphasizes the crucial need for CMOs and CISOs to work together to safeguard brand reputation and secure customer data. Enhanced collaboration and communication between marketing and security teams are essential for navigating today’s complex data privacy landscape.