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With better trust and alignment, marketing and IT can create a digital marketing strategy that improves customer experiences across channels.
Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) must work more closely than ever to reach and engage today’s digital customer.1
Technology underpins and helps to shape the entire customer experience. But often, the marketing and IT organizations responsible for designing customer experiences aren’t in synch. Without a unified approach to using data insights, technology and creative strategy to orchestrate customer experiences across channels—these efforts may fail.
Learn more about the CMO-CIO disconnectExplore the results of the Accenture Interactive CMO-CIO Insights survey. Learn the top trends and read about five imperatives for building trust and improving alignment between the CMO and CIO functions.
View the Research WebsiteView the CIO-CMO Disconnect Infographic
The Accenture Interactive CMO-CIO Insights survey aims to understand the opinions, challenges and points of view of senior marketing and IT executives as they relate to marketing and IT alignment. The findings reveal opportunities for CMOs and CIOs to work together to seize the digital opportunity and provide relevant, seamless and differentiated experiences for customers.
1Turbulence for the CMO: Charting a path for the seamless customer experience, Accenture, April 2013
The link between marketing and technology has never been more important. By 2017, CMOs are projected to spend more money on IT and analytics than CIOs.2 However, CMOs report they are lagging in execution.
In fact, 68 percent of CMOs say it’s important to create value from digital channels, but only 13 percent of CMOs say their organization’s digital performance is leading edge. These, and other disparities, appear in the findings from our recent survey.
The Accenture Interactive CMO-CIO Insights survey of more than 400 senior marketing executives and 250 senior IT executives across 10 countries spotlights the disconnect between these two functions. They lack trust in one another and both groups see the need for better alignment. Nearly eight out of 10 CIOs agree that alignment is needed, compared to just over half of CMOs.
If these two functions work harder to work together to infuse a digital focus in all business processes and functions, they can ultimately deliver a differentiated customer experience.
Download the Entire Survey for more Results and InsightsView the CIO-CMO Disconnect Infographic
2CMO will Spend More on IT Than the CIO
The Accenture Interactive CMO-CIO Insights survey reveals that by building trust and improving alignment in key areas, CMOs and CIOs can seize the digital opportunity and provide the relevant and seamless experiences their customers demand:
Split from the start. CMOs and CIOs have radically different beliefs and concerns. The top concern of CMOs (43 percent) is insufficient funding for digital marketing channels. In contrast, the top concerns for half of CIOs surveyed are solution complexity and integration difficulties.
Short-circuiting in the C-suite. Who matters most? CMOs rank CIOs as the second most important C-suite relationship, while CIOs rank CMOs No. 4.
Clashing on collaboration. There are fundamental disagreements between CMOs and CIOs over accessing, using and securing customer data as a competitive advantage.
Voicing basic frustrations. Some 36 percent of CMOs say that IT deliverables fall short of their expectations, while 46 percent of CIOs say that marketing does not provide an adequate level of business requirements.
Disagreeing on priorities. Trust is an issue. Nearly half (45 percent) of CIOs say they put marketing IT near or at the top of their priorities, but 64 percent of CMOs think marketing IT is placed at the bottom of the CIO’s priority list.
Facing common internal obstacles. Luckily, there is common ground. CMOs and CIOs similarly face challenges in implementing solutions to improve marketing effectiveness.
These five imperatives will help strengthen trust and alignment between the CMO and CIO functions:
Identify the CMO as the Chief Experience Officer (CXO). As CXO, the CMO will be responsible for understanding the drivers and enablers of a connected customer experience across channels, and they will play an important role in making the multichannel strategy an integral part of a company’s business strategy.
Accept IT as a strategic partner with marketing. Marketing should no longer view IT as just a delivery platform. Both groups should collaborate to understand what systemic changes would allow them to take advantage of new technologies while reducing cost and complexity.
Agree on the business levers for integration. CMOs and CIOs should look beyond their silos to harness the power of technology and analytics to shape the most relevant consumer experiences.
Change the skill mix. Marketing should become more tech-savvy about digital architecture and the IT organization should become more agile and responsive to the market demands of the digital age.
Build trust by trusting. CMOs and CIOs must open the floodgates of communication and trust each other. Successful marketing depends on it.
August 5, 2013
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