As marketing is getting more and more complex, data intensive and technology driven, it is important for CIOs to understand the new marketing era we live in. The pressure for CIOs to earn a seat at the strategic table was greatly enhanced by Gartner's report in 2012 that pointed to the CMO as the champion of the technology budget in the near future. Specifically, CIOs can partner with marketing leaders to optimize the use of technology to increase execution velocity and scale departmental efficiency. A collaborative relationship between the CIO and CMO is a must in today's evolving IT landscape, as they drive towards ensuring a customer-driven approach that benefits the entire business.
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