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Why the CMO Should Not Replace the CIO

two objectsWhat do the CMO and CIO have in common? As it turns out, not a whole lot; or, at least not enough to combine the jobs. The DeliverBusinessValuewithIT blog points out that recently there has been a trend suggesting the CMO could replace the CIO. However, this won’t work for a variety of reasons. The two are completely different functions. In fact, the blog explains that marketing is an internal customer to IT. In order for either one to work correctly, they have to be in support of each other.

There are other ways that the two differ as well. When it comes to alignment, close to 80% of CIOs feel a strong need for it. Only about 50% of CMOs feel this way. Also, more CIOs were inclined to believe their companies were prepared for the digital future than CMOs, who worry that there is not enough funding for digital marketing channels.

 So what’s the answer to the disconnection we are seeing here? It’s not to have one position replace the other, but to seek further alignment. IT should seek a better understanding of the business and marketing department. IT should not just function as a provider of Information Technology, but work as a partner to the business. CMOs and CIOs may not have a whole lot in common, but when aligned completely, the can act as supportive partners working toward a better company.   

About Rachel Ginder

Rachel Ginder was a staff writer for CAI's Accelerating IT Success and joined the team in 2013. She also helped with social media and research.

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