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30/7/15

IDG: IT Invisibles: Will quiet IT miss out to noisy marketing?

You only have to nip onto LinkedIn, pop “CMO” then “CIO” into the search bar and take look at the snaps to see that these roles tend to attract different types of personality. It is a gross generalisation, of course, but marketers tend to be louder and more outgoing than people in IT functions. After all, their job is messaging and promotion, not taking care of technical details behind the scenes.

So, what does this mean in an age where the role of CMO and CIO are apparently meant to be colliding? We’re two years’ away from Gartner’s much quoted prediction that the CMO will spend more on IT than the CIO. And when we ran a piece on the rise of the ‘technical CMO’ on this site, within minutes of publication, a CTO had commented: “A technical CMO? Over my dead body!”
More pertinent still, if these two functions are pitted against each other, can it ever be a fair fight? After all, the CIOs might have the technical know-how but the CMOs have the ability to explain in simple English and self-promote their function to the hills… a skill which seems critically important these days.

As Digital Anthropologist, Nik Pollinger, puts it, we live in an age where the “imperative to self-promote seems like the most natural thing in the world” and that “a disinclination to do so might therefore be [seen as] a sign of deviancy”.

Could this impact the CIO function? David Zweig author of Invisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion does not believe self-promotion is as important as people think it is.

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