CMOs and CIOs: Can This Relationship Be Saved?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

CIO, 10/4/10

Both of you understand the importance of digital marketing to your company–but CIOs and CMOs are not speaking the same language or playing well together, new research shows. CIOs should take the initiative now, or suffer when the CMO does an end-run around IT.

A new report from the CMO Council and Accenture (ACN) on the strategic relations between CIOs and CMOs offers a grim outlook: “Marketing and IT executives do not believe they are highly effective partners, as they struggle to achieve common goals in the race to adopt and keep pace with rapidly evolving digital marketing capabilities,” notes the report.

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