Hertz refines the CMO-CIO relationship

Stephen Whiteside

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 extremely positive strides in refining this element of its operations is Hertz.

Bob Stuart, the car rental group's evp, global sales and marketing, told delegates at the Corporate Social Media Summit – held in New York in mid-2013 – that Joe Eckroth, its chief information officer, was his "partner in crime". Eckroth, who joined Stuart on stage at the event, proved more effusive in describing their rapport. "Bob and I work really closely together. Technology and marketing; I will tell you that we work hand in hand. And now it's becoming seamless," he said.

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