CIOs: 12 Reasons to Align More Closely with Marketing

Although marketing and IT functions 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, across the global economy. This year 83 percent of IT executives say they need to align and interact with Marketing. While just 69 percent of their marketing counterparts feel the same way, this 14-point difference is significantly smaller than 2012’s 21-point gap (when agreement was 77 percent and 56 percent, respectively). But, do they agree on the reasons for more alignment and interaction? Read on to find out. Image courtesy of iStock

24% of CIOs believe this is driving the need for marketing/IT alignment and interaction. 19% of CMOs believe this is driving the need for marketing/IT alignment and interaction. Image courtesy of iStock

24% of CIOs believe this is driving the need for marketing/IT alignment and interaction. 21% of CMOs believe this is driving the need for marketing/IT alignment and interaction. Image courtesy of iStock