Accenture interactive, survey and inforgraphic: Cutting across the CMO - CIO divide (priorities, trends, ROI, effectiveness of marketing)

1. 32%
46%
22%
Highlights from the Accenture
Interactive 2014 CMO-CIO
Alignment Survey
Obstacles to marketing effectiveness
Marketing IT priorities for CMOs
Cutting across the
CMO-CIO divide
20122012 20142014
CIOsCMOs
83%
69%
43%
50%
CMOS CIOS
83% of CIOs want to align
and interact with CMOs. 69%
of CMOs feel the same. Gap is only
14 points vs 21 points in 2013
44% of CMOs and
CIOs report implementation
problems, up from 36%
in 2013
23% of CMOs report
technology solutions not
embraced by users
(vs 8% in 2012)
43% of CMOs and
50% of CIOs think their
relationship has improved
since 2013
1 in 4 CIOs say CMOs
lack vision to anticipate
new digital channels
32% say IT controls
3/4 or more of the budget
22% say Marketing controls
3/4 or more of the budget
46% say 50-50 between
the two functions
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1
Team with IT to bring
a digital vision to life
Unify around the
customer experience2
Integrate customer-
focused skills across
the company
3
Align marketing models
and budgets with new
marketing services
4
Digital drives a new wave of collaboration as
marketing becomes increasingly enabled by technology
The multi-channel challenge
45% of CIOs agree
multi-channel is too
complex for one platform
42% of CMOs agree that "technology
is siloed and too difficult to use" for
cross-channel experiences (up 8 points)
But implementation
issues remain
1 in 4 CMOs think IT
team doesn't understand
need to address market
conditions quickly
43% of CIOs believe
marketing requirement
and priorities change
too often
43%
!!
CIOs taking the initiative
x3
52% of CMOs now rank
Marketing IT at/near
the top of their priorities
52%
!!
42%
CIOS
45%
!!
!
44%
1/4
CIOS
CMOS