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.