CMO vs CIO: Who wins the battle for tech ownership?

The rise of shadow IT across marketing departments is forcing the CMO and CIO to re-evaluate their roles in order to adapt to market forces. Victoria Clarke investigates

Technology now infiltrates every aspect of our day-to-day lives – it’s everywhere and used by everyone. Businesses can no longer afford to think that digital is the remit of a single department or job title. Furthermore, the rise of SaaS, IaaS, PaaS and other cloud services, which don’t rely on an organisation’s IT infrastructure nor necessarily need internal IT teams to deploy and manage them, means technology is now more accessible than ever to every business function.