CMO-CIO Alignment Imperative

Program Overview

CMO-CIO Alignment Imperative

Driving Revenue Through Customer Relevance Aligning the CMO and CIO to Achieve Agile Intelligent Marketing

Driving Revenue Through Customer Relevance Aligning the CMO and CIO to Achieve Agile Intelligent Marketing. The Chief Marketing Officer (CMO) Council and the Business Performance Innovation (BPI) Network, in partnership with Accenture, has launched a new campaign focused on critical alignment and partnership between the role of the CMO and the Chief Information Officer (CIO). The thought leadership initiative will delve into issues, challenges, and the wealth of opportunity that lies in the alignment of technology and marketing in order to deliver an optimized, relevant customer experience.

Research: Survey & Reports

Report

Sparking MarTech Migration + Digital Innovation

When “business as usual” goes out the door, it’s adapt or collapse. In 2020, after being hit by a global pandemic that forced companies and consumers into a remote environment, both B2B and B2C organizations feel the urgent need to go all-digital — and fast. But as companies look to transform and embrace this digital-first reality in 2021, they cannot lose what makes their brand resonate with their audience: human connection. The ability to balance digital advancements with authenticity is the holy grail for marketers today. This study highlights perspecti More

Report

Making MarTech Pay Off

As companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and management. Such a workin ... More

Events and Webinars

Webinars

Making MarTech Pay Off

Webinars

Africa/Middle East: Sparking MarTech Migration + Digital Innovation

Webinars

Europe: Sparking MarTech Migration + Digital Innovation

Webinars

Latin America: Sparking MarTech Migration + Digital Innovation

Interviews

CHRISTINE HECKART

Chairman CMO Council Advisory Board, Founder & CEO,
Xapa World

Great CMOs mirror the CEO in their understanding of, and impact on, the success of the business. More

ARASH BEHIJO

Group Chief Marketing Officer,
Goldiran

The significant market shifts facing marketers currently. More

SU-ANN BADENHORST

Marketing Lead,
Deloitte Africa

Technology, and more specifically Generative AI, has taught us that we can never get too comfortable. More

HELENA MAH

Fractional CMO,
Drop of Milk

It's crucial for CMOs to understand the waves of change hitting us and how to harness them. More

KIMBERLY WARNE

Senior Vice President & CMO,
Wesco

Marketing success is about embracing disruption and helping your customers navigate to growth. More

NIK KEANE

Head of Marketing,
Stoli Group

Consumer confidence is fragile and there's a risk of joining the race to the bottom to prop up sales. More

KATHRYN SAKALIS

Marketing Consultant,
Thinkworx

There is a renewed focus on optimizing customer conversions, as budgets remain stretched. More

MATT TAYLOR

CMO: Enterprise Clients & Innovation,
AON

The acceleration of technology, specifically AI and Generative AI, is a challenge for marketers. More

BROOKE FORBES AND DAVID DINTENFASS

CIO and CMO,
Fidelity

Check out this interview from our latest report with two cutting-edge MarTech leaders from Fidelity. More

POINT OF VIEWS

The Evolving Role of the CMO

By Helena Mah

Marketing is now a critical driver of business strategy, growth, and innovation.

Building High Trust Marketing Teams

By Ankoor Dasguupta

Five points which are the catalyst to building teams with a foundation of trust.

Agency Self-Reporting Is Bad For Business

By Neil Pursey

The traditional mindset of agencies evaluating their own effectiveness is a classic industry misstep.

Decoding Data for Effective Marketing Plans

By JoAnne Gritter

The science behind a winning marketing plan is about harnessing data for a results-driven strategy.

BLOG POSTS

HOW TO ROAR IN 2024: Undertake a Revenue Opportunity Assessment Review (ROAR)

By Donovan Neale-May

Nearly 70 percent of marketers say their organizations expect marketing to be the primary revenue driver and business growth architect.

Complex CMO Reality Changes Role

By Louise Burgers

Consumer concerns and complex challenges for CMOs in matching marketing magic to current reality is part of the marketer’s modified mandate moving into 2024.

Measuring Marketing Performance Propulsion

By Tom Kaneshige

Learn how marketing and finance overcame differences and built a healthy relationship at The Vitamin Shoppe.

CMOs Lead Into the Light

By Tom Kaneshige

The best CMOs know how to navigate the brave new world of digital and data and make strategic alliances that marshal MarTech success.

High-Tech CMOs Better Get MarTech Right

By Tom Kaneshige

More than any other CMO, the tech-vendor CMO uses MarTech as a calling card. If MarTech isn’t working properly, tech-savvy customers will know it.

CPG CMOs on the Hot Seat

By Tom Kaneshige

CPG companies are in dire need of a rebound after getting walloped by the pandemic. The job of driving revenue growth has landed on the CMO’s shoulders.

Learn

Curated Facts & Stats

Jan 2025

As organizations head into 2025, marketing faces extraordinary expectations and CMOs cannot risk incremental change when the enterprise expects transformative results.

Source: Gartner

Jan 2025

CMOs must bridge marketing strategy and operations; and create a strategy framework to avoid mistaking tactical execution for agile planning

Source: Gartner

Jan 2024

Macroeconomic trends, first-party data and the influence of artificial intelligence will all be instrumental for marketers next year.

Source: Marketing Week

Jan 2024

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

Jan 2024

With constant change in the marketing, media, and tech landscape, it’s nearly impossible for CMOs to keep up with what the job demands. And let’s add the inherent misalignment between the CEO and CMO around customer obsession to the list of stressors. The good news? CMOs who show up as strategic business leaders don’t just drive results but are viable CEO successors.

Source: Forrester

Dec 2023

When asked to name their marketing departments’ primary responsibilities, only 50% of CEOs gave the same answers as their own company’s CMOs, according to McKinsey.

Source: Campaign Asia

Dec 2023

Many CMOs struggle to find a voice at the C-suite table. Three ways to increase C-suite impact.

Source: Deloitte

Dec 2023

CMOs can become even stronger partners in the C-suite if they understand what their peers are trying to achieve.

Source: Deloitte

Dec 2023

The role of CMO has rapidly grown from one of pure communications to a role that now asks them to be brand custodians, customer experts, creatives, techno fundis and drivers of financial growth.

Source: Modern Marketing

Dec 2023

66% of CMOs surveyed by McKinsey said their CEOs were not comfortable with modern marketing, versus 50% of CEO respondents who said they do feel comfortable with modern marketing.

Source: Campaign Asia

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Curated Reading

Jan 2025

Program Themes

CMO - CIO Alignment
MarTech

Program Overview