Senior marketers believe that the leading value of the marketing/IT relationship is the ability to gather data across the enterprise, according to a recent report from the CMO Council, which also detailed a host of internal challenges to that internal relationship. Here’s another potential challenge to the relationship, unearthed by a new Accenture study [PDF]: 44% of CMOs surveyed from across the world simply don’t believe there’s any need for alignment with CIOs.
By comparison, only 23% of CIOs agree that there’s no need for alignment with CMOs.
Separate results from the study further suggest that CIOs are more committed to these partnerships than CMOs. While 72% of CIOs surveyed ranked the CMO/marketing relationship as important, only 57% of CMOs concurred with respect to the CIO relationship. Read the rest at MarketingCharts.