In a digital world, marketing and IT functions have become inextricably linked. But are the players in each space getting along?
Not necessarily, according to a 2014 Accenture Interactive report that shows that chief marketing officers (CMOs) and chief information officers (CIOs) don’t always share a strong bond.
To create its 2014 report, “Cutting across the CMO-CIO divide: Digital drives a new wave of collaboration,” Accenture Interactive polled an international group of more than 1,100 senior marketing and IT executives. The results found that while the relationship between these the holders of these two job titles has improved considerably over the past few years, there remains room for improvement.
“While 43 percent of marketers and 50 percent of IT leaders think their relationship with the other has improved over the past year, less than one-quarter (23 percent) of marketers think the level of collaboration between CMOs and CIOs and their organizations is at or approaching the ‘right level’ now,” according to the report.
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Can’t You Just Get Along? CIO, CMO = No Strong Bond
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