IT and Marketing are being brought together based on technology, but if these two departments want to produce value at the appropriate speed at which each can deliver, the partnership between the CIO and CMO can no longer be peripheral. What will a shared agenda that spans brand awareness and technology look like? What are the challenges to improving customer experience, how will the CMO and CIO work to understand and manage individual roles within Marketing and IT, and how will IT and marketing merge their goals and priorities in promoting value to a common ground?