CIOs need to ask themselves why should the business and IT collaborate? 

Perhaps a better question is why wouldn’t they collaborate?  We need to understand that business units like sales, marketing, and  operations have direct interactions with customers that are enabled or  empowered by technology — technology that’s typically managed and  deployed by IT. CIOs have to ensure that these front-line experiences  are optimized for customers. To make this happen business and IT teams  must work together closely. We all know that better customer experiences  lead to better business outcomes. 

Over half of all CIOs are spending  time learning about how better serving customer needs and using the  importance of information technology can create new revenue generation  opportunities.