CIOs and CMOs Must Collaborate for Business Results

Research Conducted by CIO Highlights CIO/CMO Relationship Gaps and Misconceptions to be Addressed at CIO/CMO Agenda Event

Framingham, Mass. – April 29, 2013 – CIO’s 2013 CIO/CMO Partnership survey digs into the CIO/CMO relationship from how these executives view each other, to future IT spending. Overall, the results stress that CIOs and CMOs must work together now to ensure investments for automating marketing align with enterprise architecture for maximum business results. The growing need for collaboration and alignment between the CIO and CMO for technology solution adoption—highlighted in the survey—has sparked the launch of the CIO/CMO Agenda event, produced by CIO in partnership with The CMO Club.

CIO and CMO Perceptions
The majority of CIOs and CMOs (82% and 77% respectively) describe their relationship with the other as excellent/good and 40% of CIOs and 27% of CMOs believe that the relationship will continue to improve over the next year. One reason for this positive view of the relationship is that respondents most often characterized each other as a consultant or strategic player in technology decisions. However, 14% of CMOs see CIOs as a road block and an additional 19% view CIOs as a risk assessor. One-quarter of CIOs view CMOs as a rogue player (view chart). Adoption of cloud solutions without IT’s approval was also highlighted in IDG Enterprise’s CITE research, including employee use of consumer services (41%) and file sharing tools (31%). To benefit the enterprise, CIOs and CMOs believe that collaboration, agility, innovation, customer insight and influence with the CEO are key to developing a closer relationship, which is necessary for results.

Who is Spending on IT
Technology is leading many strategic initiatives at enterprises, and both CIOs and CMOs agree that the CIO’s team is leading cloud computing and consumerization of IT investments, and the CMO’s team is leading social media investments. Investment decisions for customer service systems and CRM & demand generation tools are split among various groups, including IT, marketing, sales and operations. However, there is a disconnect on who is driving mobile and big data & segment analysis investments. In these areas, IT believes they are driving investment, while marketing respondents were split on whether IT or marketing is the group taking the lead.

Technology investments based on marketing initiatives are a portion of both the CIO’s and CMO’s budget (12.3% and 15.75% respectively), and these budgets will continue to grow in the next year to 15.4% and 20.4% for CIOs and CMOs.

“We have entered a time where mobile, social, real-time analytics and CRM tools are the norm, and the ease in adopting these solutions requires multiple teams, specifically IT and marketing, to collaborate for the sake of business results,” said Adam Dennison, vice president and publisher, CIO. “To help strengthen the CIO/CMO relationship, CIO is excited to partner with The CMO Club in the launch of the CIO/CMO Agenda event to foster communication, reveal pain points and discuss strategic adoption of key technologies.”

Join the CIO/CMO Discussion
IT solution providers are invited to discuss technologies that will help drive revenue, such as mobile, social and analytics, with both IT and marketing stakeholders at the CIO/CMO Agenda, June 27, 2013 in San Francisco, CA.  The program will include panels of CIOs and CMOs discussing their challenges and working relationship, both with one another, the CEO and the board.

“We are thrilled to have Dun & Bradstreet, Jive Software and Wildfire join the CIO/CMO Agenda event, where IT and marketing decision-makers come together and build bridges for business today and tomorrow,” continued Dennison.

To review the full research results or learn more about CIO/CMO Agenda sponsorship opportunities, contact Adam Dennison, vice president & publisher, CIO at

About CIO/CMO Partnership Survey
The 2013 CIO/CMO Partnership Survey, conducted by IDG’s CIO—the executive-level IT media brand providing insight into business technology leadership—gauges the perceptions and goals of the CIO/CMO relationship and IT spending.  The survey was conducted in the first quarter of 2013 and released in April 2013. Results are based on 237 respondents indicating they are the top IT executive and 140 top marketing executives at their organization or business unit.

About CIO
CIO is the premier content and community resource for information technology executives and leaders thriving and prospering in this fast-paced era of IT transformation in the enterprise.  The award-winning CIO portfolio—, CIO magazine (launched in 1987), CIO executive programs, CIO custom solutions, CIO Forum on LinkedIn, CIO Executive Council and CIO primary research—provides business technology leaders with analysis and insight on information technology trends and a keen understanding of IT’s role in achieving business goals. Additionally, CIO provides opportunities for IT solution providers to reach this executive IT audience.  The CIO Executive Council is a professional organization of CIOs created to serve as an unbiased and trusted peer advisory group. CIO is published by IDG Enterprise, a subsidiary of International Data Group (IDG), the world’s leading media, events, and research company. Company information is available at

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Lynn Holmlund
Senior Marketing & PR Manager
IDG Enterprise
Office: 508.935.4526
Mobile: 508.254.8336

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