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As marketing continues to converge with technology, it will be imperative for CMOs to be seen as
technology leaders. At the same time, customer experience is still as important as ever, leading to a
CMO split between Chief Technology Officer and Chief Experience Officer.
The Future CMO: Tech vs. Customer Experience
“By 2017 the CMO will spend more on IT than the CIO”
—Laura McLellan, VP of Research, Gartner
...but at the same time...
Companies that focus on providing a superior and low effort experience across their
customer journeys realized positive business results, including a 10-15% increase in revenue
growth and a 20% increase in customer satisfaction.
—McKinsey Customer Experience Survey
...and...
“People are realizing that a key differentiator for companies
is the user experience”
—Carola Fellenz Thompson, CXO at Splunk
Technology Creates a More Personalized Experience 14

As marketing continues to converge with technology, it will be imperative for CMOs to be seen as
technology leaders. At the same time, customer experience is still as important as ever, leading to a
CMO split between Chief Technology Officer and Chief Experience Officer.
The Future CMO: Tech vs. Customer Experience
“By 2017 the CMO will spend more on IT than the CIO”
—Laura McLellan, VP of Research, Gartner
...but at the same time...
Companies that focus on providing a superior and low effort experience across their
customer journeys realized positive business results, including a 10-15% increase in revenue
growth and a 20% increase in customer satisfaction.
—McKinsey Customer Experience Survey
...and...
“People are realizing that a key differentiator for companies
is the user experience”
—Carola Fellenz Thompson, CXO at Splunk
Technology Creates a More Personalized Experience 14

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