Trends Report

Managing Marketing Tech Investments Requires A New Partnership With Your CIO

October 8th, 2014
Sheryl Pattek, VP, Executive Partner
Sheryl Pattek VP, Executive Partner
Andrew Bartels, null
Andrew Bartels
With contributors:
Laura Ramos , Elizabeth Perez

Summary

Marketing success in a data-driven, automated world requires new technology to handle ever more digital channels and data sources. The right marketing technologies enable for CMOs to create the experiences empowered buyers demand across every stage of the customer lifecycle. But chief marketing officers (CMOs) must also work with chief information officers (CIOs) to tap the talents of the technology management team, ensure that marketing technology investments are part of the business technology (BT) agenda, and negotiate optimal ongoing management. This report outlines a framework for CMOs to use and work together with CIOs to guarantee that marketing infrastructure hums.

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