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The future of growth: unlocking the CMO-CIO partnership

Mariana Peneva, Institute for Real Growth Head of Strategy
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It was only in 2023 that GenAI became widely accessible, and by 2024 experimentation was everywhere. Now in 2025, the shift from “trying it out” to adoption makes the CMO - CIO partnership more critical than ever. Yet in a recent IRG poll, less than half of the CMOs report having an effective collaboration with their CIO counterparts. The CMO-CIO playbook outlines strategies and interventions to turn this around.

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