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CIO Vs. CMO: Can't We All Just Get Along?

PwC chief technologist Chris Curran discusses how to turn infighting between IT and marketing into a productive partnership.

The CIO-CMO relationship is among the weakest in the C-suite, according to the PwC's Digital IQ survey. So how do we get these teams on the same digital page? PwC chief technologist Chris Curran says most CIOs want to take on more of a customer-facing role but might not have the expertise or corporate mandate to do so. In the meantime, CMOs have taken on more tech responsibilities, mostly because they perceive IT as too slow or lacking the requisite digital and user experience skills, Curran says.

"In the end, once you peel back the rhetoric, and you look at what the work is, I don't think marketing wants to do all the IT work, and I don't think IT wants to do all the marketing work," he says. "It's about figuring out, 'Can we add the two together and make something more productive?'"

Click on the video for Curran's take on the IT-marketing dynamic, recorded at the recent InformationWeek IT Leadership Summit at Interop New York.