Things are changing: I wouldn’t say the roles of chief information officer (CIO) and chief marketing officer (CMO) are converging completely, but closer collaboration is clearly happening. In the era of big data and digitally empowered customers, the CMO and CIO can no longer act separately. It is the CMO – not just CIO – who is now being held accountable for business results tied to technology investments, and for driving long-term growth beyond marketing campaigns.
According to Gartner, by 2017 the CMO will have greater influence on the IT budget than the CIO. However, they will still need the guidance from CIOs to make sure their decisions align with wider enterprise technology strategy.