Cutting across the CMO-CIO divide
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Transcript of Cutting across the CMO-CIO divide
Cutting across the
CMO-CIO divide Highlights from the Accenture
Interactive 2014 CMO-CIO
Alignment Survey
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Digital drives a new wave of collaboration as marketing
becomes increasingly enabled by technology
Copyright © 2014 Accenture All rights reserved.
83% of CIOs want to align and
interact with CMOs. 69% of
CMOs feel the same. Gap is only
14 points vs 21 points in 2013
43% of CMOs and 50%
of CIOs think their
relationship has
improved since 2013
52% of CMOs now
rank Marketing IT
at/near the top of
their priorities
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But implementation issues remain
Copyright © 2014 Accenture All rights reserved.
1 in 4 CMOs think IT
team doesn't understand
need to address market
conditions quickly
43% of CIOs believe
marketing requirement and
priorities change too often
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The multi-channel challenge
Copyright © 2014 Accenture All rights reserved.
42% of CMOs agree that "technology
is siloed and too difficult to use" for
cross-channel experiences (up 8 points)
45% of CIOs agree
multi-channel is too
complex for one platform
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Obstacles to marketing effectiveness
Copyright © 2014 Accenture All rights reserved.
44% of CMOs and CIOs
report implementation problems,
up from 36% in 2013
23% of CMOs report technology
solutions not embraced by users
(vs 8% in 2012)
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CIOs taking the initiative
Copyright © 2014 Accenture All rights reserved.
32% say IT controls
3/4 or more of the budget
22% say Marketing controls
3/4 or more of the budget
46% say 50-50 between
the two functions
1 in 4 CIOs say CMOs
lack vision to anticipate
new digital channels
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Marketing IT priorities for CMOs
Copyright © 2014 Accenture All rights reserved.
Team with IT to bring
a digital vision to life 1
Unify around the
customer experience 2
Integrate customer-focused
skills across the company 3
Align marketing models
and budgets with new
marketing services 4
7 Copyright © 2014 Accenture All rights reserved.
Find out more at:
www.accenture.com/CMOCIOAlign
Download the full report