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CMO Council finds challenges to CMO-CIO alignment

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Palo Alto, Calif.—Eighty-five percent of CMOs and 85% of CIOs agree that their relationship is critical to the execution of customer-centric programs, but they are still challenged with alignment, according to new report from the Chief Marketing Officer Council and SAS Institute. The study, “Big Data's Biggest Role: Aligning the CMO and CIO,” was based on an online survey of 237 senior marketers and 211 senior IT executives, conducted from the third quarter of last year through the first quarter of this year. According to the study, only 41% of senior marketers believe they are aligned with their IT counterparts, while only 39% of senior IT executives believe they are aligned with their marketing counterparts. Marketers said the top challenges they face in achieving a customer-centric organization include functional siloes that make connecting customer data difficult (52%); corporate culture not aligned around the needs of the customer (39%); and lacking key technology platforms to manage data and customer profiles (35%). Tech executives said their top challenges include functional silos that make connecting customer data difficult (45%); no common definition for customer-centricity to unify functional goals and processes (39%); and corporate culture not aligned around the needs of the customer (37%).
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