The New Power Couple: How CMOs and CTOs Can Drive Innovation Together

Building a foundation for a strong, unified marketing strategy

With the proliferation of digital channels and devices, reaching consumers and driving business impact requires a lot of sophistication. Brands are rapidly adopting new technology, and with that comes an important question: At the intersection of marketing, advertising and technology, how can teams align internally to ensure they’re using the right tech to achieve cross-organization goals? 

Technology is integral to the work both teams do and should be vetted accordingly, with CTOs and CMOs working together to establish a shared vision across leadership and drive bigger returns overall. 

The cost of an unaligned relationship

CMOs are under increasing pressure to create financial value and deliver return on investment.



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This story first appeared in the December 2023 issue of Adweek magazine. Click here to subscribe.