Chief marketing officers (CMOs) and chief information officers (CIOs) say they are working more collaboratively than in the past, according to a recent report from Accenture.

Some 43% of CMOs and 50% of CIOs say their relationship with the other has improved over the past year.

Moreover, 23% of respondents say collaboration between the two groups is currently at the right level, up substantially from the 10% of respondents who last year said collaboration was at the right level.

However, the two groups remain at odds on various issues, especially regarding the speed at which new digital initiatives are being implemented.

Below, key findings from the report, which was based on data from a survey of more than 1,100 senior marketing and IT executives from around the world.


  • More than half of CMOs (52%) and CIOs (53%) say keeping marketing and IT departments aligned is a top priority.
  • Most respondents agree on the top five marketing-IT priorities: customer experience, customer analytics, social media, corporate website, and other Web development.

Digital Divide

  • 40% of CMOs surveyed say their company's IT team doesn't understand the urgency of integrating new data sources into campaigns.
  • 43% of CMOs say the technology development process is too slow for the speed required for digital marketing.
  • 43% of CIOs say marketing requirements and priorities change too often for them to keep up.
  • 25% of CIOs say CMOs lack the vision to anticipate new digital channels, compared with just 11% who expressed that view last year.

For more insights from the report, check out the following infographic:

About the research: The report was based on data from a survey of 1,147 senior marketing and IT executives from around the world (37% working for B2C-focused companies; 28%, B2B; and 35%, hybrid).

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Are Marketing and IT Execs United or Divided? [Infographic]

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji