CIOs and CMOs Are Aligning on Tech Strategies

 
 
By Dennis McCafferty  |  Posted 08-20-2014 Email Print this article Print
 
 
 
 
 
 
 
 

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.

 
 
 
  • IT Convergence

    83% of CIOs recognize the need to align tech with marketing, compared to 69% of CMOs.
    IT Convergence
  • Top Reasons for Greater CMO-CIO Alignment, According to CIOs

    Tech is more available and can be applied to marketing in new ways: 34%, Marketing is more about digital now, which requires more technology: 31%, Tech now underpins and shapes the customer experience: 31%, The leveraging of enormous volumes of data is increasingly important: 31%, The global complexity of marketing programs and channels need IT innovation: 31%
    Top Reasons for Greater CMO-CIO Alignment, According to CIOs
  • Top Reasons for Greater CMO-CIO Alignment, According to CMOs

    Marketing is more about digital now, which requires more technology: 30%, Access to customer insight and intelligence is critical to a competitive advantage: 26%, Tech now underpins and shapes the customer experience: 25%, The digital transformation of business is driving the need for cross-functional cooperation: 25%, The leveraging of enormous volumes of data is increasingly important: 23%
    Top Reasons for Greater CMO-CIO Alignment, According to CMOs
  • Top-Level Support

    61% of CIOs say their CEO actively encourages CMO-CIO collaboration.
    Top-Level Support
  • The Customer Experience

    56% of respondents agree that marketing owns the customer experience.
    The Customer Experience
  • Useful Knowledge, Part I

    54% say their CMO understands the company's tech infrastructure and development process, and 51% say marketing employees understand IT.
    Useful Knowledge, Part I
  • Useful Knowledge, Part II

    53% feel their IT employees understand marketing programs and objectives.
    Useful Knowledge, Part II
  • A Lack of Consideration

    50% say marketing often pulls in technologies without proper consideration for IT standards and architecture.
    A Lack of Consideration
  • A Fast Pace

    43% believe that marketing requirements and priorities are changing too fast to keep up with.
    A Fast Pace
  • More Input Needed

    41% say marketing doesn't provide adequate levels of business requirements.
    More Input Needed
 
 
 
 
 
Dennis McCafferty is a freelance writer for Baseline Magazine.

 
 
 
 
 
 

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