Why Read This
Chief marketing officers (CMOs) need to engage their chief information officers (CIOs) to develop the most effective strategy for putting marketing technology into practice. But the two organizations don't always agree on how to work together. Forrester believes that CMOs and CIOs must forge a new path of collaboration by aligning in three key areas: people, process, and technology. For this report, Forbes and Forrester conducted a joint survey of 303 marketing and IT leaders that assesses the maturity of marketing and IT partnerships and how those relationships have evolved since our first version of this study in 2011. The results show some progress in taking action on items that require joint attention, but the devil is in the details, particularly around leadership and domain expertise.