CIOs need to stop trying to force CMOs to purchase technology through the IT department and focus on offering skills in purchasing and vendor management that marketers don't have, says Tourism Australia's CIO, Dave Rumsey.
Nothing brings a CIO and CMO together more than them going off on their own and starting up a business. That’s what ex-CIO Jacob Dudzinski and ex-CMO Mats Johnson have done with their startup, Wifi Control.
CMOs are more business savvy than CIOs but that doesn't mean much if they don't have a good understanding of how to operate and use technology to their advantage, says IDC’s group VP executive advisory strategies, Richard Vancil.
The CIO-CMO partnership is one that's on the minds of many CIOs, and is seen to offer great potential. But it’s not always peaches and cream; there are challenges that many are still working through.
According to a new Forrester Research report, this is the 'age of the customer' and there's no time or room for turf wars, competing agendas and distrust between technology and marketing departments.
Businesses used to rely on experts to provide advice about which technology to buy. Now, users can purchase a service in no time with only a browser and a credit card, allowing them to bypass IT.
As marketing departments becoming more reliant on technology, a strong relationship with the CMO will be necessary for the survival of CIOs. In fact, don't be surprised to see CEOs siding marketing when there's a conflict.