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Business-ready B2B Marketing Advice

Why the CMO and the CIO need to lead digital transformation together

Many organisations are undergoing digital transformation today, and while this would typically be something the Chief Information Officer (CIO) would take on, marketing’s newfound reliance on data and analytics has put the CMO in the picture. As marketing has become more tech-intensive, CMOs have become increasingly involved in IT buying decisions as they look to invest in marketing automation software, CRM, data and analytics. A ‘grey zone’ now exists between the IT and marketing functions, and there is some confusion – and tension – between the two departments over digital ownership.

Topics: marketers buyer centricity Digital Transformation marketing teams, leadership