CIOs appear to be more committed to greater collaboration than CMOs, according to the report, The CMO-CIO Disconnect . More than three out of four CIOs surveyed -- 77 percent -- agree that CMO-CIO alignment is important, compared to 57 percent of CMOs participating in the survey. However, despite CIOs appearing more open to engaging with CMOs, only 45 percent of CIOs say that supporting marketing is near or at the top of their list of priorities.
Regarding the use of technology, CMOs and CIOs agree that technology is essential to marketing and that its primary purpose is to gain access to customer insight and intelligence (60 percent of CMOs and 73 percent of CIOs). But while CMOs claim that gaining customer insight is their number one motivator for collaborating with IT, CIOs rank this tenth on their list of reasons to work together. CIOs' top motivation for collaborating is to improve the customer experience, which CMOs rank as their third most important motivator.
"The CMO and CIO continue to work in silos, but now more than ever bridging the gap between those two organizations is critical for success. With today's multichannel consumer seeking highly relevant experiences and with digital and analytics platforms emerging to help companies respond, marketing and IT executives must work more closely together," said
Challenged Collaboration in Action
The report reveals that when collaborating on a marketing initiative, neither the marketing executives nor the IT executives come away satisfied. According to the survey, 36 percent of CMOs say that IT deliverables fall short of the desired outcome, and 46 percent of CIOs say marketing does not provide an adequate level of detail to meet business requirements.
The survey also shows that a disagreement over the freedom and control of the use of technology and data also prevents effective collaboration. While 45 percent of CMOs say they want to enable their teams to leverage and optimize data and content without IT intervention, 49 percent of CIOs counter that marketing uses technologies without consideration for IT standards.
A Positive Shift
Despite the issues in collaboration raised by the survey, both CMOs and CIOs believe their relationship has improved over the past year: 45 percent of marketing executives and 47 percent of IT executives share this opinion. Additionally, almost an equal number of CMOs (41 percent) and CIOs (42 percent) believe that significantly more collaboration with each other will be required to drive relevant customer experiences.
Most Popular Stories
- 15 Myths That Could Ruin Your Hispanic Ad Campaign
- AIG to Create 230 Jobs in Charlotte
- General Motors Names Mary Barra as First Female CEO
- Bitcoin Clones Lurch Onto Financial Scene
- Russia Says Nyet to Canada North Pole Claim
- Bipartisan Negotiators Reach Modest Budget Agreement
- Scripps Shares Rise on Reported Bid Talks
- Justin Bieber Visits Typhoon Victims, Plays Concert
- Senate Dems Move Forward With Obama Nominees
- New Obama Aide to Focus on Climate Change