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...