DATA POINTS: CIOs and CMOs still at odds

(Source: Accenture Interactive)

More than half of CIOs doubt marketing’s understanding of technology. Other complaints are that marketing departments fail to grasp data integration and do not present business requirements fully enough. (Source: Accenture Interactive)

On the other side of the fence, more than a third of CMOs say their company’s IT department does not deliver on expectations; that its processes are too slow; and that it does not give them any say in decision making. Part of the issue is that, understandably, both groups are still focused on different tasks. They agree they would benefit from building more advanced platforms. (Source: Accenture Interactive)

CIOs appear to be willing to work with marketers. Seventy-two per cent say that a relationship with the marketing division is important. (Source: Accenture Interactive)

The real business of measurement and metrics appears more important to CIOs than CMOs. For example, 55 per cent of CIOs say tying website and digital analytics to business outcomes is a priority, whereas just 40 per cent of CMOs do. (Source: Accenture Interactive)

Close to 30 per cent of CIOs aim to introduce closed-loop measurement capabilities, compared to just 20 per cent of CMOs. (Source: Accenture Interactive)

“CMOs must place an immediate focus on technology to improve relevant customer experiences and advance marketing practices,” says Marco Ryan, managing director for Asean at Accenture Interactive. But the study makes it clear that such a move will only be effective when IT organisations become more flexible and responsive. (Source: Accenture Interactive)