Despite Blending Roles, Tech Procurement Preferences for CMOs, CIOs Remain Different

June 2, 2014 - 1 minute read

Chief Marketing Officers and Chief Information Officers are working more closely together as their goals align. That doesn’t mean, however, that they’re on the same page about everything. When it comes to enterprise technology, the two still have very different preferences, according to this interview with Ensighten president Dan Dal Degan on CMO.com.au.

Dal Degan has worked in the enterprise software space for more than 25 years, selling ERP and CRM solutions to the CIO or functional line executives for Oracle, Sybase and Siebel Systems. Prior to joining Ensighten in November, Dal Degan ran Salesforce’s US cloud business for three years, and said the position opened his eyes to the growing role marketing is taking in technology procurement.

He claimed chief marketing officers have a history of leveraging best-of-breed solutions across a wide variety of technologies and categories, and are aggressive and opportunistic about adopting point solutions if it gives them a competitive edge over the brands they compete with.

This lies in direct contrast to CIOs, who generally look for integrated technology suites to mitigate risk, minimise the number of vendors they do business with, and drive cost and operational efficiency, Dal Degan said.

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