In the past two years, it has signed agreements with three major players in the enterprise market. Some say that Oracle is the only company left. The role of the CIO continues to evolve. This reality is not so easy, but at the same time it is also a new opportunity. Marketing hasn't traditionally been a CIO's purview, but that's all changing as more and more companies retool their business for a digital future. Today's marketing tasks are becoming more complex as companies diversify their data sources and embrace new technologies.
CIOs, even if they may not have mobile number list arketing expertise, have the ability to introduce solutions to company-wide problems, and as a result, they are emerging as the ones who deserve a bigger role in evolving digital marketing. Today's narrative of CIO-CMO tensions isn't entirely false, but it's just part of the reality, says Brian Solis, principal analyst at the Altimeter Group.
In Altimeter's ' Six Steps to Digital Transformation ' study, Solis found that a common goal of improved customer experience is a key factor that drives CMOs and CIOs to come together. With customer experience emerging as a key success factor for digital marketing, Solis emphasized, only companies that embrace it can drive effective company-wide change. “CIOs who understand digital customers and appreciate the way they deal with them are causing digital disruption. They tend to have a unique look at the technology and supporting architectures and models,” he said.