IT and marketing not working close enough together

A disconnect between IT and marketing is preventing firms from providing an effective customer experience, according to a study by Accenture.

The CMO-CIO Disconnect report said only 10% of top executives believed collaboration between these corporate functions was sufficient. More than three quarters (77%) of chief information officers (CIOs) surveyed claimed however, that this alignment was important - while57% of chief marketing officers thought the same.

“The CMO and CIO continue to work in silos, but now more than ever bridging the gap between those two organisations is critical for success. With today’s multichannel consumer seeking highly relevant experiences and with digital and analytics platforms emerging to help companies respond, marketing and IT executives must work more closely together,” said Brian Whipple, global managing director of Accenture Interactive.”

It is a viewpoint shared by John Del Santo, managing director of Global Insurance Industry for Accenture, who claimed internal collaboration was an important step.

He said: “Advances in technology have made it easier than ever for people to work together, no matter where they are. But insurers are only now beginning to move beyond stand-alone social and collaboration tools. The new approach is to build social, collaborative applications throughout the enterprise and embed them into core business processes.”