New York—Only 10% of CMOs and CIOs believe collaboration between the two positions is sufficient at their organizations, according to a study by Accenture.
The study, “The CMO-CIO Disconnect,” was based on an online survey of 405 senior marketing executives and 252 senior IT executives in 10 countries conducted in August and September 2012. It found that 77% of IT executives agreed that CMO-CIO alignment is important, compared with only 57% of marketing executives. However, only 45% of senior IT executives said supporting marketing is near the top of their list of priorities.
Sixty percent of marketing executives and 73% of IT executives agreed that technology is essential to marketing, and that its primary purpose is to gain insight and intelligence about customers.
Also, 36% of marketers said IT deliverables fall short of the desired outcome, and 46% of IT executives said marketing does not provide an adequate level of detail to meet business requirements.