This is a great article that brings up some issues that can prevent the CMO and CIO from working effectively together and aligning their decisions with the enterprise’s business objectives, instead of their own departments.
This is also an area where IBM Rational can help, in facilitating collaboration between these two, sometimes silo’ed, entities, especially where software and system intensive solutions are at play.
IBM Rational’s tools for product portfolio management can help manage the input from both the CMO and CIO teams to the definition of the products provided by the enterprise. Each division provides its needs, its objectives, and its desired outcomes, and IBM Rational Focal Point can help blend all of this and keep it aligned with the overall division and enterprise business objectives. Each product (or project) can then be evaluated against these business objectives and scheduled accordingly.
Further integration between the product portfolio tools and IBM Rational’s collaborative lifecycle management platform then ensures that the software and system requirements can be traced to the implementation and deployment of the software/systems products.
Yes, this is a simplified view of the whole thing, but it can and has been done in the past!