CMOs eye CEO office, but need CIOs to get there

Tom Kaneshige

Nevertheless, CMOs must collaborate with their CIOs to build a digital technology vision, outline priorities, and jointly lead marketing technology implementation, Forrester advises. Technology awareness was identified by more than half of CMOs as the top competency to improve, according to the survey.

"Marketers need to make technology decisions not only on infrastructure, tools, and techniques, but on the right delivery and engagement mechanisms," Steele says. "There is no question that marketing must build a healthy partnership with IT."

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