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Lack of CMO-CIO alignment threatens to stagnate digital transformation

The gray zone between CMOs and CIOs, created by marketing's new-found reliance on data and analytics, is leading to an internal friction that inhibits the business

Digital transformation is well under way, and is making the business landscape more complex across every vertical. This transformation means businesses must create experiences that integrate web, cloud, mobile, social and enterprise systems to meet core customer needs at multiple touchpoints.

Major retailers are already using digital to drive scale, lower costs and shore up their market position.

Meanwhile, a host of small, nimble companies are pushing user experiences to a new level, driving differentiation and changing industries. Established brands have already disrupted markets by using digital to capture transactions outside their core offerings. These companies understand that whoever owns the customer experience owns the customer relationship.