CIOs and CMOs should know enough about each other\u2019s field of expertise to be interchangeable if they\u2019re going to meet the modern needs of a customer-centric organisation, SAS\u2019s global marketing chief claims.\nSpeaking to CIO\u2019s sister publication CMO during the data analytics vendor\u2019s recent customer analytics forum in Sydney, SAS CMO, Jim Davis, himself a former CIO, said it was vital that the two executive-level roles shared a common understanding and focus if they\u2019re going to help their organisations find a competitive advantage and continue to win over customers.\nThe CIO\/CMO relationship has been compared to a \u2018shotgun wedding\u2019, with the two sides forced together thanks to rising adoption of data analytics and technology platforms by marketers to improve customer interaction.\nAccording to analyst firm Gartner, CMOs could well be spending more on IT by 2017 than their CIO counterparts due to their increasing reliance on technology.\nDavis claimed CIOs and CMOs should have shared metrics to ensure their relationship doesn\u2019t end in divorce.\n\u201cThese shared metrics on the IT side need to go beyond SLAs associated with uptime, and focus on customer retention and acquisition,\u201d he said.\n\u201cThe best situation would be if you look at your CIO and say they could be the CMO, and to look at your\nCMO and say they could be the CIO. That\u2019s what we should be striving for \u2013 the CMO should know enough about what technology can do for the organisation as the CIO.\n"The CIO also needs to understand what all that technology can do for the organisation and how it can interact with the customer.\n\u201cThink about it: What makes a relationship work? It\u2019s that keen understanding of each other\u2019s interest. If CMOs and CIOs don\u2019t have that keen understanding of each other\u2019s interest, they won\u2019t stay married, let alone date.\u201d\nThe grill: SAS founder and CEO, Dr Jim Goodnight\nMixing with marketing: The CIO\/CMO partnership\nForrester CEO George Colony touts CIO-CMO collaboration\nCIOs and CMOs should also both be at the table when strategic business decisions are made, Davis said.\n\u201cThe CIO isn\u2019t just the person who lives up where the raised floor is and the cold air-conditioning, which is what a lot of people still think. And the CMO is not just the person that the COO is going to call in when the company determines they need a new brochure. Everyone has to be around the table.\u201d\nRead the full interview with Jim Davis on lt;igt;CMOlt;\/igt;.