September 4th, 2013
Study results released in late August revealed a startling disconnect between
marketing and technology at most U.S. businesses. According to Accenture, the
research firm that conducted the survey of chief marketing and technology
officers, only 10 percent of CMOs and CIOs believe collaboration between the two
disciplines is sufficient at their organizations.
ABSTRACTS:
The Accenture study shows that only 10 percent of CMOs and CIOs believe collaboration between the two positions is sufficient at their organizations...
While 77 percent of technology executives in the Accenture study agreed that alignment between marketing and technology is important, only 45 percent said that marketing is near the top of their priorities...
The study shows overwhelming agreement among marketing and technology executives that technology is essential to marketing, and that its primary purpose is to gain insight and intelligence about customers...
The Accenture study responses show the disconnect between marketing and technology professionals most clearly in these responses: 36 percent of marketers said IT deliverables fall short of the desired outcome, and 46 percent of IT executives said marketing does not provide an adequate level of detail to meet business requirements...
The marketing guys are not specifically wired at the detail level – that is why the two departments must be entrenched in the day-to-day operations of the business in order to succeed. The marketing team has to involve the IT team when developing a project or customer request, the IT guys have to understand the business better...
For more details: http://www.searchautoparts.com/aftermarket-business/automotive-aftermarket-technology/disconnect-between-marketing-and-technology?cid=95879
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