How CIOs and CMOs Can Work Together Better

 
 
By Karen A. Frenkel  |  Posted 07-28-2014 Email Print this article Print
 
 
 
 
 
 
 
 
 
 

The CIO-CMO relationship is one of the worst in the C-suite, according to a new study by PwC. Its "6th Annual Digital IQ Survey" finds that only 51 percent of respondents say this critical C-level relationship is strong. These companies are at a marked disadvantage as those with strong C-suite partnerships are 2.4 times more likely to be top performers. "Many consumer-facing industries show average or below-average relationships, possibly indicating a more palpable CIO-CMO tension where digital marketing is at the forefront," according to the PwC report. Respondents say 47 percent of their company's IT spend is outside of the CIO's budget, which has lead to some debate over whether marketing organizations will outdo IT departments in spending power in the near future. The real issue, however, is not budgets but digital investments across the C-suite, according to the report, which surveyed 1,494 IT and business leaders from 36 countries. And in some companies, sales and marketing leaders are investing in cloud-hosted services without consulting the IT department, resulting in potentially dangerous shadow IT. To access the report, click here

 
 
 
 
 
Karen A. Frenkel writes about technology and innovation and lives in New York City.

 
 
 
 
 
 

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