Historically, the CIO and CMO rarely interacted. That’s changing, though, as digital marketing tools and apps take hold and increase in number, complexity, and importance. In the first phase of marketing automation, the marketing team was usually the primary decision maker in the purchase of these tools, and it often kept management and operation in-house. Now, however, it’s becoming clear that to effectively utilize and operate next-generation marketing and customer experience systems, the CMO and CIO must build a partnership to ensure the success of these tools.
