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

The Struggle to Keep Pace with Digital Innovation

"Marketing is struggling to keep pace as new technologies that address functional, operational and go-to-market efficiencies and engagements are introduced, often circumventing IT in order to quickly deploy solutions that are not integrated into enterprise structures and systems," said Donovan Neale-May, executive director of the CMO Council. "This desire to embrace the latest marketing innovations leaves IT in the position of having to fix, patch or repair point-solutions that have little impact on IT strategic goals and can detract from senior management's up-time and security directives."