As a former technology executive and 25 year veteran of advocating for technology leaders and their proverbial seat at the table, I have started to notice an interesting narrative that seeks to devalue the role of the Chief Information Officer.

While most of this noise is coming from a few search firms, publications, and vendors with a vested interest in creating a controversial buzz, shifting the conversation, and building alternative revenue channels for their respective entities, it is important that we recognize these well-disguised efforts as a poison pill, driven by charlatans, and much ado about nothing.

For years technology leaders, regardless of title have worked to establish organizational influence, evolving from a back office role, moving beyond the tech, and operating as a business leader first. The success of these trail-blazing executives has clearly established the CIO role as one of influence, service, and transformation.

Yet there are some who have begun to champion a new title for the top technology leader in an organization or suggest that the CIO should not even report to the CEO, in effect demoting the role from the c-suite.

Beware of the search firm that advocates for a new title to reposition its brand. Beware of the technology vendor that advocates for a new name for the CIO. Beware those who attempt to rebrand with an alternative title. Beware so-called industry pundits seeking to create new titles for the top technology spot whether Chief Transformation Officer, Chief Information Technology Officer, Chief Digital Officer, Chief Innovation Officer, Chief Experience Officer, or even worse as I hope jokingly mentioned in a recent publication, the Chief Digital Information Technology Data Operations Officer.

No matter what you call this role, to bleat incessantly that the CIO role needs redefining is oh-so 1990s, a tired conversation, and ignores the transformational journey that this role has achieved over the past quarter century.

Alas poor Yorick, let’s get back to the business. As CIOs, we have serious work to do.