Martech Is Better Managed When IT is Involved: CMO Council Study
You know I can’t resist a report titled “Making MarTech Pay Off”. This CMO Council report, in collaboration with KPMG, finds that companies with the most effective CMO-CIO working relationships also do lots of other things right, such as martech planning, measurement, and innovation. Correlation doesn’t prove causation, of course. There’s less cooperation at companies where marketing and IT have separate budgets or martech isn’t controlled by either group.