CIOs and CMOs Are Aligning on Tech Strategies
IT Convergence
83% of CIOs recognize the need to align tech with marketing, compared to 69% of CMOs.
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 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-Level Support
61% of CIOs say their CEO actively encourages CMO-CIO collaboration.
The Customer Experience
56% of respondents agree that marketing owns 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 II
53% feel their IT employees understand marketing programs and objectives.
A Lack of Consideration
50% say marketing often pulls in technologies without proper consideration for IT standards and architecture.
A Fast Pace
43% believe that marketing requirements and priorities are changing too fast to keep up with.
More Input Needed
41% say marketing doesn’t provide adequate levels of business requirements.
