Better Together: The ROI of CMO and CIO Collaboration

The Lasting Power of a CMO+CIO Connection

In today’s fast-evolving digital landscape, the goals of the Chief Marketing Officer (CMO) and Chief Information Officer (CIO) are rapidly converging. While they might traditionally have been seen as working in separate silos — marketing on brand-building and growth, and IT on system management — they now share a common connection: unifying disparate systems to achieve greater alignment, efficiency, and higher financial returns across the organization.
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A Unified Vision for Success

CMOs and CIOs are increasingly working towards the same objective: integrating the numerous tools, platforms, and data sources that drive their departments. For CMOs, the need to provide seamless customer experiences across channels demands unified data that can fuel personalized marketing and engagement strategies. CIOs are equally motivated by the need for a streamlined technology stack, as disconnected systems increase operational complexity and cost.


According to a recent article by McKinsey, “Companies with Unifier CMOs understand that marketing and technology are inextricable partners in developing capabilities for unlocking value in new ways”​ (McKinsey & Company).


By working together, CMOs and CIOs can ensure their technology infrastructure supports both visions. Unification allows for more efficient data flows, eliminates inefficiencies, and connects systems in a way that is secure, scalable, and efficient.
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Breaking Down Silos: Why It Matters

Disconnected systems create data silos, where information is locked within individual departments or tools, limiting the organization’s ability to see the full picture. This fragmentation not only impairs the ability of marketing teams to develop cohesive, omnichannel strategies but also inhibits IT from ensuring the security and integrity of company data.


According to HubSpot research, only 27% of marketers report that their marketing data is fully integrated with the tools they use. This disconnection leads to inefficiencies, with 31% of marketers lacking a single source of truth for their data, making it harder to analyze and act on insights.


When systems are connected, however, the entire organization benefits. Marketing teams get better insights from integrated data, allowing them to craft more targeted and effective campaigns and IT teams can more easily manage security protocols, maintain compliance, and monitor system performance from a unified dashboard, reducing both complexity and risk.


The shared advantage? Both teams access insights that enhance coordinated targeting, leading to an improved customer experience and unlocking opportunities for resell, cross-sell, and upsell, ultimately driving business growth.
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The ROI of Connecting Systems

While the process of connecting disparate systems can seem daunting, the long-term benefits are clear. Beyond operational efficiencies, unified systems foster a data-driven culture where decisions are based on accurate, comprehensive insights. For example, integrating customer relationship management (CRM) software with marketing automation platforms allows businesses to track the customer journey more effectively, leading to higher conversion rates and better customer retention.


This alignment also leads to faster decision-making. With access to real-time, integrated data, CMOs can adjust their marketing strategies based on the latest trends, while CIOs can ensure that these strategies are supported by the best technology solutions.


This underscores the importance of making the investment in unified systems, as the long-term payoff includes increased agility, faster decision-making, and greater return on marketing investments.


Companies that embrace collaboration between CMOs and CIOs see measurable gains, as evidenced by a direct-to-consumer company that achieved an 11% revenue increase through agile collaboration between marketing and IT ​(Deloitte United States).
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Moving Forward: Collaboration Is Key

As organizations continue to navigate the complexities of digital transformation, CMOs and CIOs must align their priorities to ensure success. By focusing on unifying systems, they can not only improve internal processes but also drive better results for the entire organization and the customer.


Connecting disparate systems is no longer just a technical challenge for CIOs or a strategic goal for CMOs — it’s a shared mission that enhances alignment, increases efficiency, and delivers measurable outcomes across the business.


The time and investment required to unify these systems are well worth it, as the payoff comes in the form of clearer insights, stronger performance, and a more agile, competitive business.


Ready to Realign for Success?


Reach out to us! The Tenon team would love to help strengthen your connections across the enterprise.
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