SMARTech Convergence + TECHNOLOGY

Align IT to drive business goals

The role of Technology has shifted

The ever-evolving responsibilities of the CIO have grown even larger as it is now expected of technology leaders to align IT initiatives with business goals.

CIOs Show Strong Involvement in MarTech Purchases

Meeting with/evaluating potential vendors
Consulting with marketing team to determine needs and requirements
Approving the solution purchase
Overseeing implementation
Negotiating terms of service and SLAs
Making final vendor selection
Not involved

The 16th State of the CIO research shows that, while CEOs still expect CIOs to simplify and upgrade IT and improve security, they also expect them to focus on customer acquisition and retention, leading product innovation and collaborating on customer initiatives.

To be able to fulfill these new expectations, Technology has to converge its operations with Sales and Marketing—the concept of SMARTech Convergence. From a technology point of view, SMARTech Convergence is important for IT because it will enable the department to meet its new customer acquisition goals while staying in control of software decisions.

supports the new IT role

How can CIOs benefit from this paradigm?

It helps align technology with business goals. With SMARTech Convergence, IT can pick the most cost-effective solution that drives the business goals while also enabling Marketing and Sales to acquire customers.

It helps reduce maintenance time and costs. By adopting SMARTech Convergence, IT leaders will be able to eliminate overlapping systems, to stabilize mission-critical services and, therefore, reduce service time and costs associated with disparate platforms.

It helps improve data security. Through SMARTech Convergence, IT can guide and monitor MarTech and Sales software choices to reduce the risk of introducing vulnerabilities into the enterprise network.

It helps break down data silos. One aspect of implementing SMARTech Convergence is unifying Sales and Marketing reporting which will eliminate data silos and provide executives with crucial insights derived from this integrated data.

It enables IT to guide tech decisions. SMARTech Convergence promotes the idea that decisions about new tools and platforms should be entrusted to Technology and based on understanding of the business goals.

It helps maintain infrastructure. When Technology converges with Marketing and Sales, Technology will be able to navigate the software landscape and choose solutions that make sense to be adopted from an infrastructure point of view.

It eliminates conflicting requests. Instead of servicing conflicting requests from Marketing and Sales, IT will collaborate with these two departments to help them pick platforms that support the business goals and fit into the existing tech stack.

It enables IT focus on innovation. Perhaps the biggest benefit of SMARTech Convergence is the fact that CIOs will be able to streamline and save precious hours that they can invest in driving innovation across the company.



Although, in many cases, the CMO is charged with handling the MarTech budget and making technology buying decisions, such decisions should be made collaboratively with the CIO to ensure optimal results. The same stands true for when The Head of Sales needs to make software decisions.


It’s simply not possible for the modern-day CIO to work in isolated conditions because this can undermine the entire company’s strategy: Marketing and Sales could implement technology that, for example, threatens data security; Technology could, unknowingly, disrupt customer acquisition when it lacks a clear picture of marketing and sales goals and business requirements.


The explosive growth of MarTech can easily wreak havoc in every company as marketing technology vendors push new solutions to marketers almost every day.

To address this issue, IT leaders need to collaborate with Marketing and Sales and guide their technology decisions and identify redundant platforms and tools in the tech stack. This is what the SMARTech Convergence philosophy advocates and that is how it is going to help streamline the tech stack to ensure less maintenance, security and integration issues.

It’s the natural solution to IT challenges

SMARTech Convergence is the next logical step for IT because it helps CIOs fulfill their new dual role—it helps them balance business innovation and operational excellence. Through SMARTech Convergence, IT leaders are able to protect the company’s information, to translate raw data into actionable insights and to set aside time for innovation.

A SMARTech Convergence strategy empowers senior leadership by answering…

How can we drive business innovation?

How can we tighten information security?

How can we enhance digital transformation?

How can we capitalize on data?

How to implement


This is a high-level overview of the proprietary process we use at CONDUIT to assist our clients in implementing SMARTech Convergence.

Understand the market.

It all starts with the customer, the stage of maturity of the marketplace as well as knowledge about the competition. By building your SMARTech Convergence strategy off of this basis, you are able to eliminate variables and reasons to fail.

Integrate Sales + Marketing + Technology.

A crucial aspect of implementing SMARTech Convergence is, of course, finding the common ground and facilitating collaboration between these three departments internally.

Choose the right marketing strategy.

This knowledge has to be synthesized + combined with your business objectives to form a relevant customer acquisition strategy, write RFP requirements and source qualified third-party vendors.

Close the loop. Measure returns.

The defining piece of a SMARTech Convergence Strategy is integrated reporting. It’s what enables executives to quantify marketing and improve their customer acquisition strategy as needed.

Dive into the details

Learn how to implement a SMARTech Convergence strategy and how a CONDUIT can make the process faster and more efficient.