Program Details

CMO: The Force Multiplier

Driving financial value through better technology strategy, investment, selection, integration, management and innovation.

Sponsors and Partners:

Sponsors and Partners:


Today’s increasingly complex, distributed and digitally-driven marketing ecosystem is challenging global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Marketing process improvement, efficiency and yield is directly tied to more effective use of budget, automation, processes, front-office partnerships, data, analytics and intelligence that improve content creation, relevancy, delivery, access, control, workflow, agency/partner collaboration, market engagement, sales lead provisioning, as well as campaign measurement and tracking. All of this requires tighter coupling and collaboration between the CMO and his/her peers - CIO, CPO (Procurement), CISO (security), CRO (Sales) and CFO.

To understand the challenges and best practices, the CMO Council will team with KPMG to lead a series of executive interviews and primary research studies around the evolving need of the CMO to more tightly align across the C-Suite and drive towards today’s increasingly complex marketing mandate.

Learn more about all of our research initiatives below.


Marketing and Security Collaboration
Navigating Recent Developments through the CMO-CISO Partnership: Strengthening Customer and Employee Experiences in a Dynamic Landscape
The extraordinary 60% increase in digital ad revenue observed by the Dutch public broadcaster, Nederlandse Publieke Omroep, after removing tracking cookies from their website, showcases the potential of a cohesive CMO-CISO collaboration. Establishing brand credibility through these partnerships can not only enrich the customer experience but also foster customer loyalty, derive meaningful insights into customer behavior, and elevate employee experiences through the cultivation of a proactively compliant culture.
Amid an ever-evolving digital landscape marked by recent developments, such as the impending phasing out of third-party cookies, ever-growing privacy and security concerns, and the GDPR, CISOs can effectively guide CMOs. By working together, they solidify a secure foundation for customer data, facilitate stronger and more reliable customer engagements, and create an optimal environment for both customers and employees.
The latest CMO Council research, conducted in partnership with KPMG, delves into redefining the CMO-CISO relationship in the context of these topical developments. The study emphasizes the pivotal role of customer confidence in enhancing customer experience (CX) and employee experience (EX) and explores:
  1. Opportunities for CMOs and CISOs to forge collaborative efforts in building customer confidence, navigating recent digital marketing changes, and strengthening customer experiences.
  2. Key alignment initiatives and relationship competencies that promote a compliant and customer-centric internal culture amid the evolving landscape.
  3. Strategies to align mutual objectives and yield outstanding outcomes, keeping up with the recent developments in the digital realm for customers and employees alike.
Our analysis will specifically focus on:
  • The impact of a credible brand on customer experience in the context of the phasing out of third-party cookies and other recent changes, subsequently affecting a company's immediate financial health, customer lifetime value, and employee productivity/confidence.
  • Identifying areas with potential for improved alignment, collaboration, and performance enhancement in critical capabilities while staying up-to-date with recent developments in the privacy and security realm. 
  • Formulating solutions to overcome challenges in establishing a flourishing CMO-CISO collaboration that can effectively address and adapt to the dynamic digital landscape, fostering the best experience for both the customer and the employee.
This enlightening initiative is designed to highlight methods organizations can adopt to enhance the CMO-CISO working relationship amidst current developments and seize novel data marketing opportunities. By fostering customer confidence in an ever-changing context, companies can drive significant improvements in customer and employee experiences, ultimately augmenting the overall value of the brand.


Research: Survey & Reports

Events and Webinars On Demand

Webinars On Demand

Making MarTech Pay Off



Curated Facts & Stats

When the CMO and CIO jointly decide to focus on being customer-centric, it helps them create a shared vision and foundation that can minimize areas of conflict.

Source: Deloitte

C-Suite executives cited clear marketing goals, collaborative technology selection, and a defined governance framework for data and technology access as foundational elements of an effective collaboration.

Source: Deloitte

As Chief Information Officers (CIOs), we are strategically positioned to partner with Chief Marketing Officers (CMOs) to bridge the gap between technology and marketing.

Source: Troy Hiltbrand

Data and technology will continue to converge with design and experience as companies reinvent themselves. A focus on experience, such as storytelling and personalization, can create the differentiation that organizations seek. However, those elements require the combined focus of the CMO and CIO.

Source: Infosys

As digital transformation becomes crucial to B2B business success, CIOs and CMOs can no longer afford misalignment. To drive business growth, these executives need to embrace their roles and find collaborative ways to optimize the customer experience, automate, integrate, and scale.

Source: Avionos

Alignment between the chief marketing officer (CMO) and chief information officer (CIO) is critical for helping organizations create customer-focused approaches to digital transformation aimed at bolstering growth.


CMOs and CIOs are typically analytical and responsible for crucial functions within their budget constraints. However, the CIO may be more cost-conscious, because technology is typically seen as an expense to be minimized. In contrast, the CMO may justify higher expenditures with the potential for creating additional revenue.


CMOs and CIOs may have conflicting motives and vested interests in tech-decision ownership. However, there’s a far greater value in effective collaboration and shared ownership in marketing technology and its underlying infrastructure.


Businesses are 67% better at closing deals when sales and marketing work together.


More than one-third of marketers said they view the CMO-CIO partnership as strategic.



Curated Reading