The debate is no longer about whether chief marketing officers (CMOs) and chief information officers (CIOs) should align. It is how.
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. A sea change is happening as more and more CIOs put marketing IT at the top of their agenda.
But implementation issues with digital initiatives is getting in the way and marketing leaders seem reluctant to take charge. CMOs that focus on building trust and improving alignment with IT will help shape the digital business of the future and chart the course to high performance.