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

Neither IT nor marketing seems prepared to capitalize on investments once they have been made and implemented. Insufficient funding (cited by 59 percent of marketers) and a lack of understanding of the opportunity by senior management (cited by 46 percent of IT executives) are viewed as the primary constraints for those who were unprepared to capitalize on the opportunities. However, while marketers believe that customer insight and intelligence are critical to competitive advantage, they are finding it difficult to gain IT support for better integration and mining of disparate customer data that is often isolated and under-utilized across organizational silos.