DATA POINTS: CIOs and CMOs still at odds
Collaboration is often easier said than done. Few would deny that marketing would benefit from a better understanding of technology. Yet the relationship between marketers and their technological counterparts is still shaky. Accenture’s global study highlights the disconnect: Chief marketing officers (CMOs) and chief information officers (CIOs) accept the need for alignment, but real collaboration will be difficult as long as both parties have different priorities.
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