Is big data driving cooperation in the c-suite? The evolving relationship between the chief marketing officer and chief information officer

Abstract

The chief marketing officer (CMO) and chief information officer (CIO) often fight for recognition and impact on strategic decision-making within the top management team – if they are included at all. Technological improvements have greatly increased the ability to gather customer data, which elevates the roles of the CMO and CIO while increasing their dependence on each other. The research on the relationship between senior executives outside of that with the CEO is limited; this paper fills that gap by exploring CMO/CIO cooperation. To analyze the dynamics of the CMO/CIO relationship, this research introduces a conceptual framework that captures three antecedents of cooperation: interdependence, CMO/CIO relationship structure, and CMO/CIO diversity. In cases in which dependence between the two executives is asymmetric, this paper proposes four cooperation mechanisms expected to mediate the relationship between these individual and organizational level antecedents and CMO/CIO cooperation. When the two executives cooperate, it leads to strategically aligned decision-making that increases business performance by integrating technology, data, and the customer into strategic decision-making.