SALT LAKE CITY, UTAH – At the Adobe Summit for digital marketing, a closer collaborative relationship between the CIO and CMO was the topic of the day.

Adobe announced a partnership with SAP, bringing together a major software vendor that owns the CIO role in the enterprise with one that owns the CMO role. So it’s no wonder Adobe was promoting the idea that collaboration between the two roles is a good idea. In fact, it’s necessary in Adobe’s eyes in order to achieve a “real-time business” that delivers personalized marketing messages to its users across every touch point.

So what does that actually look like at an organizational level? We decided to seek out an example from Jeff Titus, the general manager of digital technology solutions and strategy at Audi of America. Hit the play button on the video above to hear about how this organization has pressed down the accelerator pedal on a customer-focused approach to marketing.

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