Is Eduardo Conrado a harbinger of things to come?
He's Motorola's senior VP-marketing and IT, a role he was appointed to in January after serving as chief marketing officer. In his current job, both marketing and all of its traditional responsibilities -- product marketing, brand, website, internal and external communications, and more -- fall under his purview. But so does the IT department and the chief information officer.
Think of it as marketing-IT, or "MIT", as a former Motorola board member suggested after meeting with Mr. Conrado earlier this year. Mr. Conrado, who is speaking in New York on May 20 at Advertising Age and B-to-B's Marketing+Tech: The Rise of CMO-CIO Alignment, sat down to answer a few questions about why his role has evolved the way it has and what it means for marketing and technology. Here is that interview, lightly edited.
Ad Age: What drove the decision to place both technology and marketing together underneath a marketer?
Mr. Conrado: If you think about the CIO role, a third of the CIOs report into the executive team, so the CEO. I report to the CEO. But that means two-thirds report someplace else. Our view is that the reporting structure will determine the focus IT will have for the company. So a traditional area where IT reports is the CFO. And if that happens, focus is often on cost containment, both on optimizing the cost for the company using IT and optimizing the IT infrastructure and team. Another area [IT often reports to] is operations. And if it's there the main focus is around back office, so factories, distribution centers, supply chain, etc.