The Relationship between the CIO & CMO?

break(great for any design) has an article titled “CMOs and CIOs: Can This Relationship Be Saved?” where they discuss surveys results released by the CMO Council and Accenture.

The CIO and the CMO are two of the most important positions in today’s organizations and should be working extremely closely…but these survey results show that to not be the case at all.

Some highlights from the survey are below with a few choice words added as commentary from me.

More than half (58 percent) of IT executives said they were championing, spearheading or shaping the digital agenda at their company, whereas fewer than one-fifth (19 percent) of the marketers said that the digital agendas at their companies were being shaped by IT executives. Instead, 69 percent of marketers said they were the ones in the driver’s seat.


Lots to say here…but I’m only going to say this:  If there’s this much disconnect between the CIO and CMO, organizations are screwed.


  • 30 percent of IT Execs noted that they “lack the time and technical resources to help marketing”
  • 39 percent of them said that “marketing bypasses them and works directly with the vendor”
  • 31 percent said “marketers hinder progress by taking control and isolating IT from solution selection, strategy or implementation.”

Pretty interesting results from the report. I’ll be digging into them in more detail in the coming days.

One piece of the article that caught my attention…even above and beyond the quotes above was this paragraph towards the end of the article:

From the CIO’s point of view, then, it’s better to be proactive with the marketing organization than reactive. The CMO Council-Accenture survey demonstrates that today’s CMO is unafraid to do an end-run around IT if necessary.

Emphasis mine.

Ok.  I agree…but what bothers me is this –  The takeaway for CIO’s reading this article is that they are supposed to be proactive when it comes to marketing?

Is that something new? it JUST with the marketing organization?


Have we become so backwards in the world of IT that we have to be told to be proactive in helping other groups within our own organization?

One last question:

Where’s the CEO in this mess?  Why is there such a disconnect between CIO’s and CMO’s?  Can anyone say ‘leadership problem’?

How do we fix this?    Look for more thoughts on this later this week.

Links for August 8 2010

  • Shadow IT vs. Shadow Marketing By Scott Brinker on Chief Marketing Technologist

    Quote: IT people work for IT. Marketing people work for marketing. And, as illustrated with the dangers of shadow marketing, marketing technology is now an integral part of marketing’s strategy and execution. The people working on it need to have their focus — and more importantly, their passion — on marketing outcomes. You can’t get there with dotted lines and chargebacks.

  • Financial Steroids by Aaron Wall on

    Quote: Money can be a great lever. And if you have a lot of it certainly it makes sense to use it to your advantage. But the compounding interest on debt is also a lever working against you. It is what forces us to have recessions.

  • Do This One Thing and You’ll Rise Above Your Peers by Donald Miller

    Quote: If you want to be a person of influence, or if you want to lead, or for that matter if you want to succeed, start reading. These days, you have less competition than your parents had, or their parents for that matter. If you read as few as fifty books, you’ll be considered a genius. Subscribe to the Economist and read a handful of articles each week and your friends will wonder when you intend to run for congress.

  • Looking for An Answer by Moose Peterson

    Quote: I’ve been looking for an answer for over thirty years, ever since I picked up a camera and decided to make it my career. I remember all to clearly leaving a night college class and thinking out loud, “What’s the answer?” And here’s the problem. I don’t know the question. Seriously, I know the answer is out there, the one that will make it all work, make it all right, the one that will solves all the problems and put everything in its right place. But if there is an answer, shouldn’t there be a question?

  • How LeBron James shows us it is time for a new job search by Scot Herrick on Cube Rules

    Quote: The critical piece here is to know the work you do best, how you do your work the best, and what environment best matches up to your best. If you do not understand this, you will never get happiness from your corporate experience. If you do understand how you do your best work and consistently analyze how long a job will last, you will be light years ahead of your coworkers. Especially if your coworkers are jumping for joy at the signing of LeBron James and not realizing the signing was the death of their job.

  • You Don’t Sell To A Community. You Support A Community by Dan Blank on Publishing, Innovation & the Web

    Quote: Suddenly, every company is “developing” a community online, or engaging an existing community, at least in their marketing plans. But a crowd isn’t a community. A market is not a community.

Links for April 25 2010

Links for Feb 28 2010

To Grow a Company, You Need to be Good at Killing Things by Auren Hoffman on Summation

Why IT Shouldn’t Be Involved in Marketing Software Decisions by Matt Sullivan on HubSpot‘s Inbound Internet Marketing Blog

Why IT SHOULD Be Involved in Marketing Software Decisions by Jenn Steele on HubSpot’s Inbound Internet Marketing Blog

Don’t Just Stand There, Make a Difference by Kevin Eikenberry on Kevin’s Blog

Office politics will eat management strategy for breakfast by Scot Herrick on Cube Rules

It Turns Out That Top-Down Decisions Are What CIOs Need To Make by Dr. Jim Anderson on The Accidental Successful CIO

The Machiavellian Guide to Enterprise 2.0 by Mark Fidelman on CloudAve

Why clear strategy is so important to innovators by Jeffrey Phillips on Innovate on Purpose

Curse of the IT prima donna by Michael Krigsman on Enterprise Irregulars

What Happened to the Talent? by Steve Roesler on All Things Workplace

Organization: the business decisions that drive IT costs by Mark McDonald on The Gartner Blog Network

Links for Oct 25 2009

How CIOs can sense if their companies are getting ready to fall? by Mark McDonald on The Gartner Blog Network

10 Tips on Building a Better Business by Ted Mininni on Marketing Profs Daily Fix

Time to Take off the Web 2.0 / Social Media Gloves by Valeria Maltoni on Conversation Agent

Seven Elements of Effective Coaching by Steve Roesler on All Things Workplace

Diversify Your Self by Peter Bregman on

7 Traits of the Modern Leader by John Jantsch on Small Business Marketing Blog from Duct Tape Marketing

Corporate Culture, Not Technology, Drives Online Collaboration by Will Kelly on WebWorkerDaily

Is it Selfish to Follow Your Passion? by Kirsty on Nerdy Nomad (hat tip: Bas de Baar)

Road Rules, Not Road Rage by Lisa DiTullio on UCSC Extension in Silicon Valley – The Art of Project Management

Zappos CEO Hsieh: How to build a company culture that delivers happiness by Kim-Mai Cutler on VentureBeat

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Links for Sept 13 2009

Lego: How much does profit matter? from Hoover’s Business Insight Zone by Tim Walker

Hire for Trustingness, Train for Trustworthiness from Trust Matters blog by Charles H. Green

How do you create a culture that is not afraid to fail (or be more receptive to social media?) from Beth’s Blog: How Nonprofits Can Use Social Media by Beth Kanter

The Cable News-ification of IT News and Analysis from CIOpedia by Scott Booher

The Dichotomy Between Social Networks and Education from PR 2.0 by Brian Solis

Crowdsourced or Elite Unit Innovation? from I’m Not Actually a Geek by Hutch Carpenter

Innovation success or culture – which comes first? from Innovate on Purpose by Jeffrey Phillips

Non-linearity of technology adoption from by Chris Dixon

Keep Or Save? from The Effective CIO by Chuck Musciano

Social Media as the CIO’s Trojan Horse from CIO Dashboard by Chris Curran

9 Ways Marketing Weasels Will Try to Manipulate You from Coding Horror by Jeff Atwood

Saying “no” to corporate fossilization from The BrandBuilder Blog by Olivier Blanchard

It’s Less About Theory and More About Thinking from Get Me Jamie Notter by Jamie

What to do once your firm’s social media policy is written from FreshNetworks Blog by Matt Rhodes

Re-designing Your Business Culture from Logic+Emotion by David Armano

Simple rules to balance structure and flexibility from Don Sull’s Blog by Don Sull

Spectacular Failures from The Guild CIO by Stephen Gillett

Wrong customer, or, the perils of dog food marketing from Groundswell by Josh Bernoff

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