CIOs also need to go beyond being a support function for marketing, and get an understanding of how customers and buyers work so that they can help deliver more tailored solutions for marketing, he added.
"The first question I would ask to your CMO when you go for lunch with him or her is: What is our new buyer's journey here at XYZ company? Let's talk about how our customers are behaving today. What's their path as they come to us as a prospective buyer? The CIO should really take sincere interest in that."