The report highlights the importance of CMO-CIO relationships in optimizing MarTech investments. The report suggests that today, MarTech must deliver on its promises and that marketing and MarTech lie at the heart of the recovery. CMOs are under immense pressure to leverage data and analytics to better allocate resources, improve the customer experience, and grow revenue through customer acquisition and retention. 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. The report also suggests that a highly effective marketing-IT relationship is critical in the development of high-performing MarTech operations. The report concludes by stating that it will take more than putting on a false front to achieve success in MarTech.
