Innovators rule the tech world, but who is doing the innovating in the CIO-CMO relationship? The nod goes to the CMO, who must move quickly to come up with actionable, innovative technology solutions to meet customer demand and hit revenue goals, according to The CIO-CMO Omnichannel, a study conducted by CIO magazine, EPAM Systems and The CMO Club.
"We are adopting a less typical, and more tech-focused structure," says the CMO of a major international airline. "It is going to make us more agile, and it’s certainly going to make us develop better things for the customer." (That's "agile," meaning the ability to change directions and move rapidly as market conditions change; see slide 6.)