CMO Council and Accenture Report Reveals State of CMO-CIO Alignment

Timing, resources and support are also key constraints to a more collaborative, fluid and profitable IT-marketing relationship, as both marketing and IT executives admit to following different schedules, priorities and paths to implementation. Further, 64 percent of marketers said implementing new solutions has been a challenge; 46 percent of marketers said marketing is not seen as a priority by the IT executives; and 44 percent of marketers said their budgets aren't big enough to execute their plans. From the technology side, 30 percent of IT executives said they lack the time and technical resources to help marketing; 39 percent of them said that marketing bypasses them and works directly with the vendor; and 31 percent said marketers hinder progress by taking control and isolating IT from solution selection, strategy or implementation.