As brand execs think more about the convergence of CMO and CIO roles, the reality is that marketing chiefs are now “CMTOs”—whether they prescribe to that newfangled job title or not. At more than 30 percent of organizations, Gartner found some portions of sales, IT and customer experience report into the CMO, while 62 percent of companies said CMOs are responsible for digital commerce. The research firm also recently reported that marketing chiefs now allocate 27 percent of their budgets to technology, which in 2017 will rival the amount that CIOs spend.
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