Summary
Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow IT helps to speed up innovation and delivery of perennial marketing objectives, the only way to scale these is to foster collaboration between business and technology teams — a difficult task. This report shares guidelines and practical tips on how CMOs and CIOs can collaborate on and optimize marketing and technology strategy and governance.
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