CIOs and CMOs Are Aligning on Tech Strategies

By Dennis McCafferty  |  Posted 08-20-2014 Email

CIOs are increasingly working with CMOs to create better ways for technology to support customer-benefiting initiatives, according to a new survey from Accenture. The accompanying report, titled "Cutting Across the CMO-CIO Divide: Digital Drives a New Wave of Collaboration," reveals that nearly seven of 10 CIOs believe that IT is a strategic partner for marketing. The majority of CIOs say CMOs understand their organization's tech infrastructure and development process, and that marketing teams generally understand IT. However, challenges loom, including the failure of marketing to include IT on key tech-related decisions. "In order to ensure the success of digital marketing campaigns—and the company's overall digital strategy—the marketing and IT functions must realize that digital is driving a new wave of collaboration as marketing becomes increasingly enabled by technology," says Mike Sutcliff, group chief executive at Accenture Digital. More than 1,100 global senior marketing and IT executives participated in the research. For more about the survey, click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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