Asked to describe their relationship with their CIO/IT department, just 12% of marketers indicated it to be a “total partnership and alignment,”according to a new survey from the CMO Council. While few described their relationship as “nonexistent” (5%) or “tense” (3%), most reported that they are aligned but still challenged to execute on priority projects (39%) or challenged by divergent priorities and limited budgets (28%). The results don’t bode well for marketers looking to leverage enterprise-wide data for customer-centricity.
That appears to be one of the main takeaways from the CMO Council’s extensive report. The leading value of the marketing/IT relationship (as cited by marketers) is the ability to gather data across the enterprise, but separately, marketers say that functional silos that prohibit the aggregation of such data remain the chief roadblock to customer centricity. Read the rest at MarketingCharts.