Best Practice Report

B2B CMOs And CIOs Must Follow A Three-Step Process To Build An Aligned And Successful Marketing Technology Ecosystem

April 20th, 2023
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
Bernhard Schaffrik, Principal Analyst
Bernhard Schaffrik Principal Analyst
With contributors:
Laura Koetzle , Pascal Matzke , Luca Lo Scavo , Robin Whiting

Summary

CMOs and CIOs have different perspectives. When their priorities are misaligned, their firms often end up with marketing technology (martech) that does not fully support business objectives. To avoid this, the two roles must collaborate closely to align on a martech approach from the beginning. To develop and implement a high-performing, future fit technology landscape that supports marketing goals, the CMO and CIO must synchronize the strategy, planning, and execution phases. This report provides a practical three-step approach to creating the necessary connections.

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