DAM integration as a critical undertaking for enterprise CIOs and CMOs

Abstract

Aimed at the enterprise-level chief information officer (CIO) or chief marketing officer (CMO), this paper explains the important challenges that they face due to technology’s impact on marketing over the last decade and the move from siloed systems to integration of marketing technology within the global enterprise. The paper suggests it is critical that CIOs/CMOs start working closely with their counterparts to integrate digital asset management in the enterprise.