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For CIO Professionals

CIOs Must Merge IT With Marketing To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

October 25, 2011


  • By Luca S. Paderni,
  • Nigel Fenwick
  • with Khalid Kark,
  • David M. Cooperstein,
  • Lauren Blackburn,
  • Matthew Dernoga

Why Read This Report

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal customers. This requires not just having the knowledge about the customer but also the processes and the systems that create unique customer insights and deliver compelling interactions across the customer life cycle. To achieve this, CIOs must form a strong partnership with CMOs, going beyond collaboration to co-create new organizations and processes, where both teams share ownership of goals and business outcomes. Forrester's CIO/CMO partnership readiness model can help you find out where you stand and how to fill the gaps to prepare for the next digital decade.

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Tools And Templates

Best Practice Assessments

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  • Assessing People Readiness
  • Assessing Process Readiness
  • Assessing Technology Readiness
  • A Sample Readiness Assessment

Also in Collection: CIO CMO Readiness

Also in Collection: IT And Marketing Partnership

Table of Contents

  • Powerful Forces Are Pushing IT And Marketing To Work Together Better
  • Assess Your IT And Marketing Readiness To Partner

  • People And Process Capabilities Come Before Technology
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