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

The study found that, in the absence of top-down engagement in the digital reinvention of marketing, there is a noticeable disconnect between IT and marketing executives about who they believe is leading the digital strategy for their company. More than half (58 percent) of IT executives said they were championing, spearheading or shaping the digital agenda at their company, whereas fewer than one-fifth (19 percent) of the marketers said that the digital agendas at their companies were being shaped by IT executives. Instead, 69 percent of marketers said they were the ones in the driver's seat.