Although marketing and IT still remain far apart on how much weight each puts on the need for collaboration and interaction, the gap is closing fast, according to a report from Accenture.

The firm surveyed more than 1,100 senior marketing and IT executives from key countries and industries, including insurance. This year 76 percent of insurance IT executives say they need to align and interact with marketing. And 66 percent of their marketing counterparts feel the same way. While these numbers are higher than the findings in 2012, the 10 percent difference is larger than 2012’s 5-percent gap (when agreement was 53 percent and 58 percent, respectively, and CMOs felt stronger than CIOs about alignment).

Thirty percent of the insurance CMOs say the amount of collaboration with CIOs/IT is either at or approaching the right level. And, 34 percent of insurance CIOs say the amount of collaboration with CMOs/marketing is at or approaching the right level.

Even though the marketing and information technology teams appear to be working more closely together, the survey highlights many challenges still facing the two groups.


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