The battle between the office of the CIO and CMO has been going on for years in large organizations. In digital these challenges have never been bigger.
As the digital spend on platforms and technologies by the CMO rivals the CIO, technology has to learn how to become a better business partner to remain relevant. The options are too great for CMOs to move to SaaS platforms leveraging vendors and agencies for execution.
On the business side, they need to build Marketing Technology Offices to help marketers and business employees speak in a language that makes sense to IT. The hybrids that can sit between the two areas are critical for success. They also need to make sure that their employees are trained on the right technologies to drive the business forward.