CMO Council and Accenture Report Reveals State of CMO-CIO Alignment

“Marketing and IT executives recognize the importance of enabling digital marketing and integrating online and offline channels, but they need to move beyond the issue of alignment to make the unprecedented and transformative game-changing moves required in today’s marketplace,” said Tim Breene, senior managing director of strategic initiatives at Accenture and chief executive of Accenture Interactive, an Accenture business that helps companies enhance their digital marketing capabilities, including websites and online marketing, and optimize their online and offline marketing and merchandising investments. “This research can serve as a wake-up call to savvy CMOs and CIOs, who are looking for the next frontier of success: A fully empowered digital enterprise, capable of forging and maintaining continuous relevant relationships with its customers.

“As these new, nimble marketing organizations emerge, marketers will be able to pioneer new methods, approaches and programs, driven by a unified backbone of data to create the end-to-end customer view.”

In further findings, the research reveals that both marketers and IT professionals appear to be in close agreement on the value and impact of digital channels of engagement and the strategic areas of focus for closer CMO-CIO alignment. However, challenges and roadblocks remain, as nearly two-thirds (64 percent) of marketers and half (48 percent) of IT executives said they have experienced problems or challenges with implementing marketing solutions or IT projects to further marketing effectiveness.

Both groups agree that delivering more timely and relevant transactional, behavioral and customer insight data is at the top of the list. But on the IT side, there also is a focus on automating customer interactions, improving customer care and handling, as well as furthering the use of social media for online listening and interaction. Marketers, however, said they would like IT to improve the links and alignment between functional marketing, sales and channel groups, and to deploy better marketing execution platforms and operational systems.