While a CMO's job is grounded in traditional marketing, sales and branding functions, in today's digital world, the role has changed. By 2017, according to a January 2012 research report by Gartner, the CMO will outspend the CIO on technology. I don't think a CMO in the traditional sense exists anymore," says Rona Borre, CEO and founder of recruiting, hiring, and consulting firm Instant Technology. "Marketing professionals have to be tech savvy, have to be well-versed in content optimization, and be able to understand the importance of social media, data analytics, the Internet, search, and so much more," Borre says. The "new" CMO role will overlap that of the CIO, but with a continued emphasis on legacy marketing and branding activities, she says.