Accenture interactive: Cutting across the CMO - CIO divide - infographic

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

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Accenture interactive: Cutting across the CMO - CIO divide - infographic

  1. 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 Find out more at: © 2014 Accenture All rights reserved. www.accenture.com/CMOCIOAlign Or join the conversation via: Download Accenture Interactive app for iPad® @AccentureSocial 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

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