Digital technology: The bridge between two worlds The work of the Chief Information Officer (CIO) and the Chief Marketing Officer (CMO) are currently quite distinct. However, the two roles are linked by digital technology. The CIO uses it to manage and protect company resources and services whereas the CMO uses such technology as a tool for communication, promotion, and sales. To achieve true business efficiency, both C-level executives must put aside their differences and cooperate so as to best use their shared technology pool. The question is, who will break the ice? According to Larry Weber, CEO of the W2 group (a marketing services company), the position of CMO is gradually rising to the top of the business organization chart, leaving the CIO as the more subordinate position. On the other hand, the CMO must further develop technological expertise in order to achieve their objectives.