"It is a partnership because ultimately the CIO and the CMO want the same thing, they want the company to be successful and they are both on the same journey."
Goulet adds that the CIO/CMO relationship is about having shared goals and priorities.
"If the CIO and CMO don't have a great relationship, you start by meeting regularly, talking about the business goals, coming up with some shared goals, creating a level of trust and maybe picking a couple of projects to do together," Goulet says.
An extended relationship
Williams Martini Racing's own CMO also works closely with Goulet and the rest of the marketing department at Avanade to provide messaging around the technical services being delivered by the organisation.
"There are two strands to this relationship where we have to deliver quality products very quickly that can be used to help us gain competitive advantage, but at the same time we want to share those stories about our success together," says Hackland.
"So there has to be a strong relationship between our marketing team and Stella and her team as well. From early on, we've seen that go really well," he says.
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