More than ever, CIOs must work closely with chief marketing officers (CMOs) to maximize IT support for marketing initiatives targeted at customers, according to a recent survey of marketing professionals from IBM, "The State of Marketing 2012
." But a lack of cooperation and coordination with the tech department remains the primary obstacle to reaching customers more effectively, the survey finds. CMOs are facing challenges from many fronts, from the overwhelming onslaught of Big Data to the evolving social-media landscape to the ubiquity of mobility. CMOs need to collaborate with CIOs
today to be successful. "As new channels continue to mature and consumer habits evolve, marketing and IT have no alternative but to emerge from their traditional silos and form a strong partnership that puts the business in a position to succeed," says Yuchun Lee, vice president of IBM's Enterprise Marketing Management Group. "CMOs and CIOs - an 'odd couple' in some respects - will be the catalysts in forging this union and enabling the types of personalized multichannel brand relationships that today's customers demand." More than 350 global marketing practitioners took part in the research.