There's another wrinkle to the CIO-CMO relationship: the chief digital officer. As consultant Dan Petlon sees it, the CDO role is on the rise because CIOs struggle to work with their CMOs (or with the rest of the business, for that matter). Put another way, the CDO comes in to break down silos separating departments, particularly at companies struggling to enter the digital age.
Whether the CDO will be the CIO's peer, boss or adversary remains to be seen — but the mere existence of the position should tell CIOs something about how their role will grow and change in an increasingly digital enterprise.
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