A CISO and CMO build trust before a cyber crisis by working together on real marketing data practices, agreeing how sensitive information and decisions will be handled, and preparing audience-specific communications in advance. Regular contact matters because a partnership that exists only during an incident has little time to establish shared context.
Why security and marketing need a working relationship
Marketing teams rely on customer data and technology to understand audiences and deliver campaigns. Security leaders are responsible for helping the organization manage the exposure that can come with collecting, storing, using, and sharing that information. Those responsibilities can pull in different directions, but they do not make the functions natural opponents: both depend on customer confidence and the organization’s ability to operate.
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A CMO Council and KPMG study of 256 North American marketing leaders across industries found that 79% considered the marketing-security partnership very or extremely important to acquiring, maintaining, and securing customer data for competitive advantage. The same study reported that 33% of partnerships were not collaborating effectively. These are findings from that study, not estimates for every organization. CMO Council and KPMG study
The CMO Council’s August 21, 2024 release also reported that 32% of less collaborative partnerships communicated only during a crisis. That is a practical warning: if the first serious conversation about a data practice or security concern happens under incident pressure, leaders may be unfamiliar with one another’s priorities and decision processes. CMO Council release
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What the CISO and CMO should discuss before an incident
1. Put recurring contact on the calendar
Set a cadence that fits the organization’s campaign calendar, technology changes, and risk profile. The sources do not establish a universal meeting frequency; the aim is to make it routine to surface changes before they become urgent. Use the time to clarify roles and responsibilities, not just exchange status updates. Training and education about those roles are among the CMO Council’s recommendations. CMO Council release
2. Connect security questions to actual marketing work
Discuss upcoming customer-data initiatives and the systems that support them. The CMO Council and KPMG identify customer behavior data, AI and machine learning, and Internet of Things initiatives as relevant areas. Their 2024 release reported that 84% of marketing leaders viewed AI and machine learning initiatives as a growing security threat; this reflects the surveyed leaders’ views, not a measured rate of incidents. CMO Council and KPMG study CMO Council release
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- What customer information will a campaign or new capability collect, and how will it be used?
- Where will that information be stored, and which teams or systems need access?
- What changes are being considered in technology assessments, vendors, or data flows?
- What customer, operational, or brand consequences would follow if the information or service became unavailable or exposed?
These questions help turn security from a late-stage approval hurdle into a conversation about the trade-offs in a specific business decision.
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3. Agree on information-sharing boundaries
Trust is not the same as sharing everything. NIST guidance recommends defining information-sharing goals and scope, setting rules for distribution, and protecting information before, during, and after an exchange. Applied internally, those principles can help the CISO and CMO agree what each needs to know, how sensitive information should be handled, and who may distribute it. NIST’s publications address organizational information exchange and threat sharing broadly; they are not a CISO-CMO-specific standard. NIST SP 800-150 NIST SP 800-47 Rev. 1
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4. Define decision roles and escalation paths
Before an incident, identify who assesses technical facts, who approves customer-facing language, who coordinates with other business leaders, and how unresolved decisions are escalated. The exact assignments depend on the organization. The useful outcome is a shared understanding of who makes which decision and how quickly the right people can be brought together.
Prepare communications for a cyber incident
A crisis plan should connect operational facts to the needs of each audience. CISA’s September 2, 2026 guidance for service providers and critical infrastructure owners and operators calls for outage communications that are clear, timely, accurate, and audience-appropriate, emphasizing clarity, accountability, and transparency. That guidance is useful planning input, but its specific context should not be mistaken for a universal requirement applying identically to every company. CISA outage communication guidance
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- Customers: What is affected, what action should they take, and where can they get updates?
- Employees: What should staff do or avoid saying, and where should they direct questions?
- Business stakeholders: What is known about operational impact, and when will the next decision or update occur?
Draft message frameworks and identify the people who can verify facts and approve communications. A prepared framework should not force certainty where facts are still changing: it should make room to state what is known, what remains unconfirmed, what the organization is doing, and when another update is expected.
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If the organization depends on services that could be disrupted, identify backup ways to reach employees, customers, and partners. CISA specifically advises critical infrastructure owners and operators to plan for disrupted or unreliable telecommunications and alternative communication methods. Other organizations can use the same contingency principle in proportion to their own operating context. CISA outage communication guidance
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Use exercises to test the partnership
A joint executive exercise can help the CISO and CMO apply their agreed roles to a plausible scenario: for example, a customer-facing service outage or a suspected exposure involving marketing data. Walk through who confirms facts, how sensitive details are shared, who approves audience messages, and how updates continue if normal channels fail.
This is a practical way to expose ambiguity while there is still time to resolve it, not a format whose effect on trust has been quantified by the cited sources. The CMO Council recommends role training, while CISA emphasizes advance communications planning; together they support practicing the decisions as well as preparing the wording. CMO Council release CISA outage communication guidance
How to tell whether the relationship is becoming more useful
There is no validated scorecard in the cited material, but leaders can review concrete operating signals:
- Do security and marketing communicate about changes before a crisis?
- Can each leader explain the other’s role and escalation path?
- Are the organization’s information-sharing boundaries understood?
- Are customer, employee, and operational audiences covered in incident plans?
- Are backup communication methods identified where service disruption could impair normal channels?
These checks assess whether the collaboration is operationally ready; they do not prove that an alliance alone prevents incidents or guarantees customer trust.
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