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

"As these new, nimble marketing organizations emerge, marketers will be able to pioneer new methods, approaches and programs, driven by a unified backbone of data to create the end-to-end customer view."

In further findings, the research reveals that both marketers and IT professionals appear to be in close agreement on the value and impact of digital channels of engagement and the strategic areas of focus for closer CMO-CIO alignment. However, challenges and roadblocks remain, as nearly two-thirds (64 percent) of marketers and half (48 percent) of IT executives said they have experienced problems or challenges with implementing marketing solutions or IT projects to further marketing effectiveness.