Today, organizations are connecting with their customers through well-synchronized, software-defined experiences. Home automation systems from Nest and Honeywell are differentiated not on the physical features and capabilities of their hardware, but on the quality of their software.
Travel companies such as Expedia and Orbitz compete to have the best online experience for booking and buying. And that is just to name a few examples. Innovative businesses today understand that, as Forrester Research says, software enriches their brand.
This dramatic technology shift has put the CIO and the CMO at a crossroads, with important implications.
Over the last few years, research has tried to better understand the dichotomy between the two roles when it comes to technology-driven initiatives.