Cutting across the CMO-CIO divide
7
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. Based on the Accenture Interactive 2014 CMO-CIO Alignment survey of over 1,100 senior marketing and IT executives from key countries and industries across the global economy, the desire for collaboration is clear. The debate is no longer about whether chief marketing officers (CMOs) and chief information officers (CIOs) should align. It is how.
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
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