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Brian Whipple: Companies Must Address CIO-CMO Gap to Grow

Accenture Study Examines C-Level Collaborations

Respondents to an Accenture survey of 650 executives say inconsistencies between chief marketing officers and chief information officers pose threats to a company’s ability to serve customers and grow.

Accenture polled 400 senior marketing and 250 information technology executives in 10 countries for the “The CMO-CIO Disconnect” report, which found that one in 10 executives consider current CMO-CIO collaborations as performing well, the company said Thursday.

Brian Whipple, global managing director of Accenture Interactive, said C-suite executives must address collaboration issues in order to drive the market, grow the business and generate profit.

The survey reveals 77 percent of CIOs and only percent of CMOs believe CMO-CIO alignments play a significant role.

Sixty percent of CMOs and 73 percent of CIOs agree that technology is vital in marketing and gaining customer insights, according to the report.

Both CMOs and CIOs have seen improvements to their relationship over the past year, the study shows.

Accenture recommends that CMOs and CIOs look at information technology as a strategic partner, update the mixture of skills in both organizations and adopt common processes and platforms to understand customers and align collaboration.

More Stories By Tim Watson

Tim Watson supervises all media production at Executive Mosaic, a digital media company that provides insight, information and analysis on several industries, including government contracting.

He previously produced byline coverage with the economics team at USA Today and evaluated lending proposals for the Overseas Private Investment Corporation.

Tim was born and raised in Washington, DC and holds a bachelor’s degree in Business-Journalism from Washington and Lee University and a certificate in budgeting and finance from Georgetown University's School of Continuing Professional Education.

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