Why CMOs and CIOs Need a Shared Agenda

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

By John Kennedy 

Vice President, Corporate Marketing, IBM

What’s the biggest obstacle marketers face today when it comes to connecting with customers?

It’s building a productive partnership with their CIO, according to 60% of the marketers IBM recently talked with for a survey. The survey underscores what’s becoming clear to those in the marketing and technology departments. To stay relevant in our uber-digital, hyper-empowered consumer age, CMOs and CIOs need to become every bit as connected.

From tweets to pinboards, Tumblr updates and Facebook likes, every digital move a person makes leaves digital clues to understanding brand-love or early warning signs of customer defection and churn.

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