In truth, this isn't a zero-sum game. More than 40 percent of CIOs think their budget will remain relatively stable. Many CMOs also know they need to involve the CIO as a kind of internal tech consultant when evaluating and making tech purchases.
"On the surface, it seems that funding is a point of conflict," says The CIO-CMO Omnichannel study. "In reality though, the entire organization is seeing an increase in technology budget."
When the debate turns to ownership of critical mobile apps, another striking miscommunication arises. Given the importance of mobile apps among digital customers, CIO and CMO want to own this space -- and both think they already do. In the study, 86 percent of CIOs feel they own mobile apps while 76 percent of CMOs think they own them.
The fight over ownership can become a flashpoint or a rallying cry in the CIO-CMO relationship.
"It would be easy to see such a strong overlap in reported ownership as a conflict," says The CIO-CMO Omnichannel study. "Instead, it can be viewed as an appreciation for the mounting importance of mobile within an organization."