The Rising Opportunity for CMO-CIO Collaboration in …...for CMO-CIO Collaboration in the...
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2014 Accenture. All rights reserved. The Rising Opportunity for CMO-CIO Collaboration in the Pharmaceutical Industry Key Findings from a Global Survey of CMOs and CIOs in the Pharmaceutical Industry The Opportunity to Come Together: Pharma CIOs Want To, CMOs Not As Much. Accenture surveyed CMOs (or equivalent titles) and CIOs from many of the largest pharmaceutical companies ($5B+) in the world to understand the options, challenges and points of view of senior marketing and IT executives on the impact of digital strategies and capabilities on their business. The need and opportunity for increased CMO and CIO collaboration and convergence in the pharmaceutical industry has never been higher as the industry faces a rapid period of change marked by massive digital advances, a new health consumer and a dominant outcomes-based reimbursement environment. Pharma CIOs see a strong need for Marketing and IT alignment and interaction—the highest of any industry group surveyed. On the flip side, Pharma CMOs are among the lowest across industries to see the need. Pharma CMOs and CIOs have an opportunity to become more aligned on how they tackle the issue of unification. The gap in agreement on how to become more unified is more pronounced in Pharmaceuticals than other industries. How should companies approach Marketing/IT unification and collaboration— what organizational mandates, structures and support would aid in functional unification? Do you feel that there is a need for Marketing and IT alignment and interaction? All Industries Life Sciences Divide by Industry* CIO CMO 3% Life Sciences Banking *All industries surveyed not represented Insurance-Property & Casualty All Industry Retail Media & Entertainment Insurance-Life 29% 33% 7% 11% 14% 21% The Opportunity to Align on How to Unify These areas represent the three largest gaps in alignment between Pharma CIOs and CMOs. The Opportunity to Align on Analytics, IT Spend and Big Data Pharma CIOs and CMOs have very different perspectives on the role of IT in Marketing. The Opportunity to Align around a Common Technology Vision CIO CMO Top 3 CMO answers Corresponding CIO answers Gap All Other Industries Gap in Pharmaceuticals Corresponding CMO answers Top 3 CIO answers 50% 14% 43% 29% 13% 25% 38% 33% 38% 19% 38% 29% Train Marketing and IT together in emerging marketing technologies and platforms Align CMO and CIO goals, objectives, KPIs and budgets Co-locate Marketing and IT teams Establish a strong CEO mandate and governance structure Create an IT lead within Marketing and Marketing lead within IT Establish a digital marketing function with IT and marketing resources 36% 4% 19% 4% 9% 2% 14% 2% 25% 9% 8% 11% Analytics IT Spend Pharma CIOs see analytics as the #1 driver of integration... CMOs rank it near the bottom... ...other more aligned industries have a much smaller gap, for example: Pharma CMOs have focused their IT spend on customer experience Big Data Most Pharma CIOs see managing Big Data as a key priority while Pharma CIOs have focused their spend on a mobile enabled sales force and multichannel analytics Meanwhile, both CMOs and CIOs across more aligned industries have prioritized their IT spend on customer experience and customer analytics. but less than half of CMOs do $ 52% 52% 43% 43% 17% 14% 13% 13% 16% 19% 39% GAP Banking Gap Retail Other Industries 62% 42% CIO Less than one-third of CMOs feel very well prepared to exploit opportunities presented by digital marketing channels. Just over half of CIOs feel prepared. Is the Lack of CMO and CIO Integration Hindering Digital Adoption in Pharmaceuticals? Key Steps to Aligning Pharma CIOs and CMOs 29% 55% 67% of Pharma CMOs don't see IT as a strategic partner 80% of CIOs see a need for greater alignment versus just 44% of CMOs Less than half of IT employees understand marketing goals and objectives CIOs and CMOs have different views on what is hindering success CIO CMO CIO CMO CMO CMO Other Industries 44% 80% ? Wrong solution that was not embraced by user Insufficient budget and funding 50% 8% 50% 25% 67% 52% 48% 14% Gap 83% 69% 33% Gap 91% 58% Establish a vision and common objectives for IT and Marketing that leverages the power of digital Unify around the customer and patient experience Integrate customer-focused skills throughout the company Focus the IT agenda to empower Marketing to exploit digital technologies 1 2 4 3 Contact us Stay connected Accenture Life Sciences Blog Anne O'Riordan [email protected] Shawn Roman [email protected] David Logue [email protected] www.facebook.com/accenture http://twitter.com/AccentureLifSci @AccentureLifSci www.youtube.com/accenture www.linkedin.com/company/accenture Accenture experts share insights and opinions on opportunities and challenges in the pharmaceutical and medical technology industry. www.accenture.com/LifeSciencesBlog To view the cross-industry research findings, please visit: www.accenture.com/cmocioalign For more information on the key findings for the pharmaceutical industry, please visit: www.accenture.com/PharmaCMO-CIO
Transcript of The Rising Opportunity for CMO-CIO Collaboration in …...for CMO-CIO Collaboration in the...
2014 Accenture. All rights reserved.
The Rising Opportunity for CMO-CIO Collaboration in the Pharmaceutical IndustryKey Findings from a Global Survey of CMOs and CIOs in the Pharmaceutical Industry
The Opportunity to Come Together: Pharma CIOs Want To, CMOs Not As Much.
Accenture surveyed CMOs (or equivalent titles) and CIOs from many of the largest pharmaceutical companies ($5B+) in the world to understand the options, challenges and points of view of senior marketing and IT executives on the impact of digital strategies and capabilities on their business.
The need and opportunity for increased CMO and CIO collaboration and convergence in the pharmaceutical industry has never been higher as the industry faces a rapid period of change marked by massive digital advances, a new health consumer and a dominant outcomes-based reimbursement environment.
Pharma CIOs see a strong need for Marketing and IT alignment and interaction—the highest of any industry group surveyed. On the flip side, Pharma CMOs are among the lowest across industries to see the need.
Pharma CMOs and CIOs have an opportunity to become more aligned on how they tackle the issue of unification. The gap in agreement on how to become more unified is more pronounced in Pharmaceuticals than other industries.
How should companies approach Marketing/IT unification and collaboration—what organizational mandates, structures and support would aid in functional unification?
Do you feel that there is a need for Marketing and IT alignment and interaction?
All IndustriesLife Sciences Divide by Industry*
CIO CMO
3%
Life Sciences
Banking
*All industries surveyed not represented
Insurance-Property & Casualty
All Industry
Retail
Media & Entertainment
Insurance-Life
29%
33%
7%
11%
14%
21%
The Opportunity to Align on How to Unify
These areas represent the three largest gaps in alignment between Pharma CIOs and CMOs.
The Opportunity to Align on Analytics, IT Spend and Big Data
Pharma CIOs and CMOs have very di�erent perspectives on the role of IT in Marketing.
The Opportunity to Align around a Common Technology Vision
CIOCMO
Top 3 CMO answers Corresponding CIO answersGap All Other IndustriesGap in Pharmaceuticals
Corresponding CMO answersTop 3 CIO answers
50% 14%
43% 29%
13%
25%
38%
33%
38% 19%
38% 29%
Train Marketing and IT together in emerging marketing technologies and platforms
Align CMO and CIO goals, objectives, KPIs and budgets
Co-locate Marketing and IT teams
Establish a strong CEO mandate and governance structure
Create an IT lead within Marketing and Marketing lead within IT
Establish a digital marketing function with IT and marketing resources
36%4%
19%4%
9%2%
14%2%
25%9%
8%11%
Analytics IT SpendPharma CIOs see analytics as the #1 driver of integration...
CMOs rank it near the bottom...
...other more aligned industries have a much smaller gap, for example:
Pharma CMOs have focused their IT spend on customer experience
Big DataMost Pharma CIOs see managing Big Data as a key priority
while Pharma CIOs have focused their spend on a mobile enabled sales force
and multichannel analytics
Meanwhile, both CMOs and CIOs across more aligned industries have prioritized their IT spend on customer experience and customer analytics.
but less than half of CMOs do
$
52% 52%
43%
43%
17%
14%13%
13%
16%
19%
39% GAP
Banking
Gap
Retail
Other Industries
62%
42%
CIO
Less than one-third of CMOs feel very well prepared to exploit opportunities presented by digital marketing channels.
Just over half of CIOs feel prepared.
Is the Lack of CMO and CIO Integration Hindering Digital Adoption in Pharmaceuticals?
Key Steps to Aligning Pharma CIOs and CMOs
29%55%
67% of Pharma CMOs don't see IT as a strategic partner
80% of CIOs see a need for greater alignment versus just 44% of CMOs
Less than half of IT employees understand marketing goals and objectives
CIOs and CMOs have di�erent views on what is hindering success
CIO
CMO CIO CMO
CMO CMOOther Industries
44% 80%
?
Wrong solution that was not embraced by user
Insu�cient budget and funding
50% 8%
50%
25%
67%52%
48%
14% Gap
83%
69%
33% Gap
91%
58%
Establish a vision and common objectives for IT and Marketing that leverages the power of digital
Unify around the customer and patient experience
Integrate customer-focused skills throughout the company
Focus the IT agenda to empower Marketing to exploit digital technologies
1
243
Contact us Stay connected
Accenture Life Sciences Blog
Anne O'[email protected]
Shawn [email protected]
David [email protected]
www.facebook.com/accenture
http://twitter.com/AccentureLifSci@AccentureLifSci
www.youtube.com/accenture
www.linkedin.com/company/accenture
Accenture experts share insights and opinions on opportunities and challenges in the pharmaceutical and medical technology industry.
www.accenture.com/LifeSciencesBlog
To view the cross-industry research findings, please visit: www.accenture.com/cmocioalign
For more information on the key findings for the pharmaceutical industry, please visit: www.accenture.com/PharmaCMO-CIO
2014 Accenture. All rights reserved.
Contact us Stay connected
Accenture Life Sciences Blog
Anne O'[email protected]
Shawn [email protected]
David [email protected]
www.facebook.com/accenture
http://twitter.com/AccentureLifSci@AccentureLifSci
www.youtube.com/accenture
www.linkedin.com/company/accenture
Accenture experts share insights and opinions on opportunities and challenges in the pharmaceutical and medical technology industry.
www.accenture.com/LifeSciencesBlog
To view the cross-industry research findings, please visit: www.accenture.com/cmocioalign
For more information on the key findings for the pharmaceutical industry, please visit: www.accenture.com/PharmaCMO-CIO
