target audience: TECH BUYER  Publication date: Jun 2022 - Document type: IDC Perspective - Doc  Document number: # US49248822

The Data Paradox Reshaping the CIO and CMO Relationship

By: 

  • Alizabeth Calder
  • Laurie Buczek
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Table of Contents


  • Executive Snapshot

    • Figure: Executive Snapshot: The Imperative for Value-Based Collaboration Between the CMO and the CIO

  • Situation Overview

    • Figure: Lack of Martech Optimization Is Impeding Marketing's Success

    • A Strategic Marketing Lens for All Digital and Data Investment

    • Trust

    • Data

    • Figure: Marketing's Perception of the Current State of Data and Analytics

    • Capabilities

    • Figure: Framework for CMO and CIO Alignment

    • The CMO's Agenda

    • The CIO's Agenda

  • Advice for Marketing and IT Leaders

    • Figure: Model to Assess Current and Ideal Collaborative State

    • Key Findings and Recommendations:

  • Learn More

    • Related Research

    • Synopsis