The Experience Pact
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Experience is being shaped by both the CMO and CIO; they’re accountable for the same outcomes. And that’s why their relationship is one of the most important partnerships in any organization.
Establishing shared accountability
A little friction between a CMO and CIO is healthy, even beneficial. Misalignment is a different story.
Incredible partnerships generate growth and create better experiences. On the other hand, small disconnects create friction users feel instantly. User experience sits between marketing and technology, which means accountability for the outcome has to be shared.
Here’s what that shared accountability looks like in practice.
When I sit down with CMOs and CIOs, no one comes out and says they’re misaligned. In many instances, they don’t even realize there’s friction. Priorities, budgets, systems, and decision-making is usually where accountability gets blurry and friction starts to surface.
Thinking Bigger, Together
When it comes to looking at AI, most leaders start with speed and cost savings. Our clients are looking at the efficiencies and asking what to do with the capacity we just created.
That’s the part I love. I’d rather see organizations ask bigger questions, like how can we:
• Make product research easier for users?
• Help customers make decisions with greater confidence?
• Create experiences people genuinely want to come back to?
Speed on its own doesn’t create growth. It buys you timee So, what’ll you do with that extra time?
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Introducing the Experience Pact
The more I talk with CMOs and CIOs, the more I believe in what I call The Experience Pact: an agreement to design, build, and improve experiences together while sharing accountability for the outcome. That looks like more co-ownership between marketing and technology across several facets of business including data access, campaign planning, vendor selection, and beyond.
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Thank you!
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I recommend having a facilitator in the mix. Someone who upholds that shared vision. Sometimes that’s the CEO. Other times it’s a CHRO. I’ve played that role myself before.
The real strength is in having leaders who navigate change together. I’ve found that’s what creates the strongest experiences and most resilient organizations.
Put the Pact into Action
We like to start by focusing on a single moment that matters to employees or customers - zooming in on a touchpoint and mapping what happens behind the scenes. Who’s involved? Where does work slow down or people get stuck? That’s usually where opportunities reveal themselves.
Then we identify where AI can accelerate work without replacing human judgment. From there, the CMO and CIO agree on how they’ll measure success, prioritize work, and improve.
I’ve yet to see a great user experience built by marketers or IT in isolation. When the CMO and CIO share a vision and take ownership of what they’re building, the entire company benefits. Customers notice. Employees feel it. Growth follows.
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Skyler Mattson
CEO
