- Forrester Councils
- Councils Overview
- log in
Posted by Sheryl Pattek on October 29, 2013
Over the past few weeks, I’ve had the pleasure of moderating panel discussions on the importance of a strong working relationship between CMOs and CIOs at the Direct Marketing Association 2013 Strategic Summit and the Forbes CMO Summit. Both panels were composed of a mix of CMOs and CIOs from some of the best-known organizations including Google, IBM, Microsoft, Akamai, Motorola Solutions, Collective and more. All of the participants reinforced the critical need to find a way to work together more closely. But they describe it more as a marriage of necessity than a relationship they are excited about.
It’s clear these two C-execs haven’t reached power couple status quite yet. In fact, a recent Accenture report confirms that while on the surface, CMOs and CIOs seem to agree, only one in 10 marketing and IT executives in that study said collaboration is at the right level. Taken together with my panel participant’s comments, it’s clear that only some progress is being made to align. In my new report, The CMO And CIO Must Accelerate On Their Path To Better Collaboration (subscription required) for which we partnered with Forbes to do our own investigation into this couple’s dynamics, we find that more collaboration is still needed. In other words, the relationship between CMOs and CIOs is in need of serious couple’s therapy.
Today, at Forrester’s Forum For CMOs And CIOs in beautiful Napa Valley, Forbes publisher Rich Karlgaard and I will talk to another set of CMOs and CIOs about the findings of this joint survey, in which more than 300 marketing and IT leaders assessed the maturity of their partnership.
The survey results show that while some progress has been made since we did this survey in 2011, true collaboration remains a long way off in the areas of technology selection and joint project implementation. Regarding critical dimensions of people, process, and technology, CMOs and CIOs are still not seeing things equally:
CMOs and CIOs are on the cusp of transforming their firms into customer-obsessed enterprises. Some of the speakers at our event have unlocked the magic that this collaboration can yield, and we’ll share what we can after the event.
What are you doing to learn from these lessons? Are you going it alone or working with your CIO? I’d love to hear your comments and perspectives about this topic. Please reach out to me at via email, on my blog, or on my Twitter account with your thoughts.