CMO vs CIO: Who’s Responsible for Digital?

With digital an integral part of a company’s strategy, CMOs and CIOs are now responsible for driving the digital transformation of organizations across a range of industries.With digital an integral part of a company’s strategy, CMOs and CIOs are now responsible for driving the digital transformation of organizations across a range of industries.

By 2019, Cisco predicts there will be there will be 3.9 billion global internet users – just over half the world’s population. As a result of this shift, organizations need to embrace the opportunities presented by new technologies in order to succeed. With digital an integral part of a company’s strategy, CMOs and CIOs are now responsible for driving the digital transformation of organizations across a range of industries.

The challenge is that traditionally, these roles come from different perspectives. While in a general sense, CIOs are responsible for evaluating and implementing technological solutions, CMOs lead marketing initiatives that engage with customers and drive revenue.

The proliferation of digital has made it more necessary for these roles and perspectives to interconnect rather than work independently from one another with a view of achieving positive business outcomes. The answer? A new era of CMO and CIO collaboration that can drive revenue and digital maturity. But, before we dig any deeper, let’s look back…

The evolution of the CMO
In the 1980s, vendors like SAP and Oracle enabled CFOs to manage buyouts in a more efficient manner, outsource and work on global operations.

Roll onto the 90s: the rise of the information age saw companies such as Scopus and Vantiv help Sales Directors grow their top line.

In the noughties, Symantec and Citrix allowed CIOs to improve efficiency by consolidating and improving their IT infrastructure.

It’s clear to see just how great an impact digital technology has on the development of the commercial world. Now, in the present day, it’s time for the great disruption of marketing and the decade of the CMO.

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Source: Digital Marketing Institute