Chief marketing officers (CMOs) and chief information officers (CIOs) must work more closely together than ever before. Accenture's latest report explores this relationship and the use of data analytics, integrated marketing platforms and multichannel delivery systems.
With most business now gone digital, technology, along with data analytics and design underpins and shapes the entire customer experience. Information technology is fast becoming a primary driver of market differentiation, business growth and profitability.
The report finds that by 2017, CMO's are projected to spend more money on information technology and analytics than CIO's, a remarkable development considering that CMO's regard digital orientation as their weakest capability - at the exact moment when it needs to be their strongest.
The beliefs of CMOs and CIOs often diverge radically. A large majority of CIOs (61%) feels their companies are prepared for the digital future. CMOs are more hesitant, with just under a majority (49%) feeling their companies are prepared to leverage digital channels.
Find the full report here