IBM to CMOs and CIOs: Work Together or Become Irrelevant

Few skilled positions, if any, are further apart than the CMO and CIO. The former is known for being creative and extroverted, the latter technical and introverted. Yet an IBM 2012 State of Marketing Survey concluded that this unlikely couple must learn to work together or their organization risks becoming less competitive. In other words, both CMO and CIO will increasingly become less effective...