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CMOs seen to be more business savvy than CIOs

Rebecca Merrett | July 29, 2014
But it's "absolute nonsense" to think that marketers can manage technology alone, says IDC's Richard Vanci.

CIOs also need to go beyond being a support function for marketing, and get an understanding of how customers and buyers work so that they can help deliver more tailored solutions for marketing, he added.

"The first question I would ask to your CMO when you go for lunch with him or her is: What is our new buyer's journey here at XYZ company? Let's talk about how our customers are behaving today. What's their path as they come to us as a prospective buyer? The CIO should really take sincere interest in that."


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