Hertz refines the CMO-CIO relationship

This event report describes how Hertz, the US car hire service, is integrating the work of chief marketing officer and chief information officer in order to make the most of technological advances.

Hertz refines the CMO-CIO relationship

Stephen WhitesideWarc

Chief marketing officers and chief information officers have rapidly emerged as the axis on which modern brand-building rests. Fostering a collaborative and integrated relationship between the divisions they run, therefore, is vital for any firm hoping to fully exploit the diverse range of technologies driving the digital revolution.

Striking a balance that suits both of these departments is no simple matter, however. As an example of the possible tension, Gartner, the insights provider, has predicted that CMOs will have a larger IT budget than the typical CIO by 2017. One company making...

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