Why the CMO should not (at least for the moment) replace the CIO

Deliver Business Value with IT

We have over the last few months followed a trend of how the CMO will replace the CIO. First of all these are 2 distinct positions with different stakeholders, the 2 services are support functions where Marketing is an internal customer to IT. In “The CMO-CIO Disconnect: Bridging the Gap to Seize the Digital Opportunity” http://www.accenture.com/us-en/Pages/insight-cmo-cio-bridging-gap-seize-digital-opportunity.aspx we learn that “To overcome this gap and infuse a digital focus in all business processes and functions, there is no more important a function for marketing to align with than information technology. On the surface, CMOs and CIOs seem to agree. Dig deeper, though, and CIOs feel a greater need for alignment. Nearly eight out of 10 agree that alignment is needed, compared to just over half of CMOs.”

Split from the start The beliefs of CMOs and CIOs often diverge radically. A large majority of CIOs (61%) feels their companies are…

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Why the CMO should not (at least for the moment) replace the CIO

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