The report "The Force Multiplier: Making MarTech Pay Off - Consumer Products" highlights the importance of CMO-CIO relationships in optimizing MarTech investments. The report states that today, MarTech must deliver on its promises and that CMOs are under immense pressure to leverage data and analytics to improve the customer experience and grow revenue. The report emphasizes the need for a new model for selection and management of marketing technology that facilitates getting the greatest return possible from MarTech investments. To achieve this, marketing should look to remake its relationship with IT. The report concludes that a highly effective marketing-IT relationship has proven to be critical in the development of high-performing MarTech operations.
