Challenged Collaboration in ActionThe report reveals that when collaborating on a marketing initiative, neither the marketing executives nor the IT executives come away satisfied. According to the survey, 36 percent of CMOs say that IT deliverables fall short of the desired outcome, and 46 percent of CIOs say marketing does not provide an adequate level of detail to meet business requirements. The survey also shows that a disagreement over the freedom and control of the use of technology and data also prevents effective collaboration. While 45 percent of CMOs say they want to enable their teams to leverage and optimize data and content without IT intervention, 49 percent of CIOs counter that marketing uses technologies without consideration for IT standards. A Positive Shift Despite the issues in collaboration raised by the survey, both CMOs and CIOs believe their relationship has improved over the past year: 45 percent of marketing executives and 47 percent of IT executives share this opinion. Additionally, almost an equal number of CMOs (41 percent) and CIOs (42 percent) believe that significantly more collaboration with each other will be required to drive relevant customer experiences. Steps to Improve CMO-CIO Collaboration According to the Accenture report, CMOs and CIOs should consider taking the following actions to strengthen their alignment and improve collaboration:
- The CMO should be identified as the Chief Experience Officer and IT should be looked at as a strategic partner with marketing and not just as a platform provider.
- The skills mix in both organizations should be updated whereby the marketing department would become more tech savvy and the IT organization would become more agile and responsive to market demands.
- Both teams should agree on key business levers and embrace tools, processes and platforms to understand consumer intent and unlock consumer value.
Learn more at: The CMO-CIO Disconnect.Methodology The 2012 CMO-CIO Insights Survey is a global survey sponsored by Accenture aimed at understanding the opinions, challenges and points of view of senior and IT executives as it relates to marketing-IT alignment. The results are based on 405 surveys across 10 countries with senior marketing executives, and 252 surveys across the same countries with IT Executives using the same criteria. All respondents are from companies from the U.S., Canada, Germany, Italy, U.K. and China with at least $1 billion in annual revenues, with companies in France, Australia, Singapore and Brazil all having an annual revenue of at least $500 million. Accenture conducted an online survey in August and September of 2012. About Accenture Accenture is a global management consulting, technology services and outsourcing company, with more than 266,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$27.9 billion for the fiscal year ended Aug. 31, 2012. Its home page is www.accenture.com. Accenture Interactive helps the world’s leading brands drive superior marketing performance across the full multichannel customer experience. Working with over 5,000 Accenture professionals dedicated to serving the marketing function, Accenture Interactive offers integrated, industrialized and industry-driven digital transformation and marketing solutions. Follow @AccentureSocial or visit accenture.com/interactive.