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.