CIOs and CMOs Duel to Control Mobile Web Strategy

By Karen A. Frenkel  |  Posted 10-31-2013 Email Print this article Print

CMOs want to be more involved in determining mobile web strategy and direction because key performance metrics, like incremental sales, conversion and brand equity are directly influenced by an organization's ability to optimize its Websites for mobile devices. CMOs also want to invest more in the technological solutions required to deliver on these indicators. But how does this sit with CIOs, who must support cross-organizational goals, and manage multiple demands for limited resources. What are the specific points of contention? Can these differences be resolved with a joint CMO-CIO approach? Or should there be an entirely new seat at the executive table?

Mobile web applications host Netbiscuits asked these and other questions about mobile web strategy in its CIO-CMO Survey of 300 CIOs, CMOs and other C-level executives. Market research firm Vanson Bourne conducted interviews in September 2013. All organizations represented are enterprise companies with more than 100 employees, 25 percent of which have more than 5,000 employees. Two hundred participants were interviewed in the U.S. and 100 were interviewed in the U.K. For more about the survey, click here.

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


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