Top Reasons For Increased CMO & CIO Alignment, 2012 & 2014 [TABLE]

Based on data released in July 2014 by Accenture, CMOs and CIOs worldwide were indeed taking steps to work together. Marketing’s move to digital, which required more technology, was the most popular reason for increased alignment, according to CMOs. Among CIOs, the availability of more technology that could be applied to marketing in new ways was the No. 1 reason for more collaboration. Around 30% of CIOs and one-quarter of CMOs said digital transformation had brought about a need for cross-functional cooperation. Read the rest at eMarketer.