Only 10% of top marketing and IT executives believe collaboration between their corporate functions is sufficient. With increased popularity and demand for a digital marketing presence, and with marketing being increasingly reliant on technology, marketing and IT alignment is now a requirement for success.
Customer relationship management (CRM), mobile applications, marketing automation, data warehousing, and social media are just a few marketing initiatives that can create an increased need for marketing-IT collaboration. And in the digital world, a disconnect could prove futile.
Below we will share an infographic based on Accenture’s 2013 study, The CMO-CIO Disconnect, detailing the divide between departments, and provide recommendations for improving the CMO-CIO relationship.
CMO vs. CIO
(click to view full size)
Tips For Marketing-IT Alignment
- Having shared goals and metrics encourages both departments to work together and gets everyone on the same page.
- Establishing common definitions. Speaking the same language will ensure that there is no confusion between departments.
- Share all data. Data should be available to and easily accessible by both departments.
Are your marketing and sales departments clashing too? Check out 3 Ways to Align Marketing and Sales in 2013.