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Cutting across the
CMO-CIO divide
Highlights from the Accenture
Interactive 2014 CMO-CIO
Alignment Survey
Digital drives a new wave of collaboration as
marketing becomes increasingly enabled by technology
CMOs
But implementation
issues remain
52%
CIOs
CMOS
83%
69%
2012
2014
CIOS
43
%
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
!
50
%
1 in 4 CMOs think IT
team doesn't understand
need to address market
conditions quickly
43%
45%
The multi-channel challenge
42%
!
52% of CMOs now rank
Marketing IT at/near
the top of their priorities
43% of CMOs and
50% of CIOs think their
relationship has improved
since 2013
45% of CIOs agree
multi-channel is too
complex for one platform
CIOS
43% of CIOs believe
marketing requirement
and priorities change
too often
42% of CMOs agree that "technology
is siloed and too difficult to use" for
cross-channel experiences (up 8 points)
Obstacles to marketing effectiveness
!
CIOs taking the initiative
1/4
!
x3
44%
1 in 4 CIOs say CMOs
lack vision to anticipate
new digital channels
CMOS
CIOS
46
%
32%
32% say IT controls
3/4 or more of the budget
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)
22% say Marketing controls
3/4 or more of the budget
46% say 50-50 between
the two functions
22%
Marketing IT priorities for CMOs
1
Team with IT to bring
a digital vision to life
2
Unify around the
customer experience
Find out more at:
www.accenture.com/CMOCIOAlign
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3
Integrate customerfocused skills across
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4
Align marketing models
and budgets with new
marketing services
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