Today’s connected consumers expect to access content on the move regardless of mobile device. Marketing departments are increasingly under pressure to deliver compelling customer experiences and are more reliant on effective and efficient technology. IT departments have traditionally provided large projects to support marketing activities. With the relentless speed of change required by ever-changing marketing campaigns, IT departments need to be flexible and fluid in supporting marketers. How do the two departments collaborate to achieve their goals or are the now merging? What do these changes mean for the role of marketers?

Here on the Guardian Media Network a range of experts have recently been debating this issue.

Corinne Sklar of Bluewolf has highlighted how the traditional role of the chief marketing officer (CMO) has evolved from simply building brand awareness to fostering greater customer engagement. Instead of the CMO, the role could be renamed chief customer officer, chief client officer, or chief experience office.

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