A disconnect between chief marketing officers (CMOs) and chief information officers (CIOs) threatens the ability of companies to deliver effective customer experiences, according to a new study by Accenture. The study, based on a survey of 400 senior marketing and 250 information technology (IT) executives in 10 countries, revealed that only one in 10 of the executives believes collaboration between CMOs and CIOs is currently at the right level.
CIOs appear to be more committed to greater collaboration than CMOs, according
to the report, The CMO-CIODisconnect. More than three out of four CIOs surveyed – 77 percent –
agree that CMO-CIO alignment is important, compared to 57 percent of CMOs
participating in the survey. However, despite CIOs appearing more open to
engaging with CMOs, only 45 percent of CIOs say that supporting marketing is
near or at the top of their list of priorities.
Regarding the use of technology, CMOs and CIOs agree that technology is
essential to marketing and that its primary purpose is to gain access to
customer insight and intelligence (60 percent of CMOs and 73 percent of CIOs).
But while CMOs claim that gaining customer insight is their number one
motivator for collaborating with IT, CIOs rank this tenth on their list of
reasons to work together. CIOs’ top motivation for collaborating is to improve
the customer experience, which CMOs rank as their third most important
Challenged Collaboration in Action
The report reveals that when collaborating on a marketing initiative, neither
the marketing executives nor the IT executives come away satisfied. According
to the survey, 36 percent of CMOs say that IT deliverables fall short of the desired
outcome, and 46 percent of CIOs say marketing does not provide an adequate
level of detail to meet business requirements.
The survey also shows that a disagreement over the freedom and control of the
use of technology and data also prevents effective collaboration. While 45
percent of CMOs say they want to enable their teams to leverage and optimize
data and content without IT intervention, 49 percent of CIOs counter that
marketing uses technologies without consideration for IT standards.
A Positive Shift
Despite the issues in collaboration raised by the survey, both CMOs and CIOs
believe their relationship has improved over the past year: 45 percent of
marketing executives and 47 percent of IT executives share this opinion.
Additionally, almost an equal number of CMOs (41 percent) and CIOs (42 percent)
believe that significantly more collaboration with each other will be required
to drive relevant customer experiences.
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