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CIO/CMO Partnership Survey

Apr 30, 2013

The CIO/CMO Partnership Survey was conducted with the objective of gauging how top IT executives and top marketing executives view their working relationship. The survey consisted of two sample groups – Chief Information Officers (CIOs) and Chief Marketing Officers (CMOs).

Key Findings:

  • While the majority of CIOs and CMOs rate their relationship favorably, there may be room for improvement. Most of the top IT executives and top marketing executives surveyed rate their relationship as ‘good’ or ‘excellent’, yet relatively few of them consider their CMO or CIO to be their most valued senior executive partner outside of their department or function (15 and 16 percent, respectively).
  • CIOs are fairly divided when it comes to how they characterize their CMO. More than a third of the top IT executives responding categorize their CMO as a consultant that evaluates and advises on the business need, technology choices and providers when prompted. Twenty-six percent of CIOs (compared to just 6 percent of CMOs) view their CMO as a rogue player primarily doing their own thing in technology procurement for new initiatives which creates transparency and visibility challenges.
  • CMOS most frequently view their CIO as strategic advisor who proactively identifies business needs or opportunity, and makes recommendations regarding technology and provider selections, or a consultant.
  • When it comes to cloud computing and consumerization of IT both sides are more likely to agree that IT is primarily responsible for driving investments. When it comes to CRM and demand generation tools, both sides point to marketing and sales as the functions primarily responsible for driving investments. There is a disconnect when it comes to big data & mobile.
  • Marketing’s tech-related budget is growing more quickly, but both marketing & IT feel vulnerable to budget cuts.

For more information on this study, view the excerpt below. To receive a PDF of the research contact Sue Yanovitch.

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