CIOs and CMOs like to proclaim to the world that they’ve become best buddies. They’re the Dynamic Duo, Wonder Twins, Butch Cassidy and the Sundance Kid of the digital frontier making rivals look foolish as they fill company coffers with social and mobile marketing-led sales. That’s the public-facing story, anyway.

Behind the scenes, it’s a relationship under fire.

“CIOs have to show marketing that they’re aligned to what they do, but we don’t see that bridge being built very often,” says Matt Mobley, CMTO at Merkle, a customer relationship marketing agency. “I don’t think anyone has cracked the nut on how to solve the CMO-CIO contention that exists today.”

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