They are executives, cultivating their own marketing departments?

In a report just published, Accenture says that there is a gap of embrace between (official information) CIOs and CMOs (Chief marketing officers). With marketing will strongly digital and demand for big booming data analysis, not surprising that marketing leaders are building their own fiefdoms of technology - and some even have budgets of larger technology CIOs.

Office of the CIO, photo credit NASA

And both it and marketing departments are taking responsibility for marketing capabilities. The Accenture survey of more than 400 executives from marketing and 250 senior executives finds more than one-third of the CMOs and CIOs spend more than 30% of their budgets for marketing with technology.

But it makes no sense having two of you parallel departments under one roof, which seems to be where things are going. And worse still, these two departments you may be competing with each other - for resources and executive support.

Is there room for compromise? The survey reveals that CIOs are more acute in aligning efforts between the two departments to CMOs. Almost eight of every ten CIOs agree that alignment is required, with slightly more than half of the CMOs. Only one of every 10 marketing and it executives say cooperation is at the right level.

"CMOs and CIOs have a confidence problem," the report said. "Both functions focus on building other relations executives before investing in the relationship of marketing-IT".

And marketing are not seeing eyes on things. For starters, CMOs are not happy with the status quo of technology in their organizations. While 61% of CIOs feel that their companies are preparing for the digital future, only 49% of CMOS shares this optimism. Their dissatisfaction is reflected by the survey - CMOs expect much faster drawing and higher quality, with a greater degree of flexibility to respond to the needs of the market.

Approximately 47% of CMOs complain of the complexity and difficulty in the integration of solutions, while 37% of CIOs complain that marketing is avoiding the and contracting directly with technology providers. The list goes on and on.

The key takeaway from this must be: forget turf battles and focus on one thing: the customer. Technology must be designed for the best possible experience and customer service possible. You have to deliver this, and marketing needs to deliver this. It is a basic, simple rule that everyone seems to forget.

Accenture makes the following recommendations to the CIO and CMO back together for this common purpose:

The CMO are identified as the Chief Officer of experience (managers): Accenture makes this recommendation based on the thought that the experience of consumer and consumer-centered should be in the domain of the com.

Accept that as a strategic partner for marketing, not only as a "provider of the platform": "Both functions must work together to understand what systemic changes in their operating model must occur so that they can take advantage of new technologies rapidly reducing the cost and complexity."

Agreement on key issues of the business, such as access to the data of the customer against the privacy and security: Together, both it and marketing "must manage, measure and optimize marketing investments, resources and campaigns. Sitting in their own silos with independent perspectives only continue the downward trend in the success of the business".

Change the mixture of ability to ensure that both organizations are more marketing - and tech-savvy: The best route is to build skill sets mixed in which both it and marketing employees are knowledgeable about it and the business.

Develop confidence by doing just that - relying on: "Consumers do not have the time or interest for the mishaps that arise when marketing and works at cross purposes and inefficiency", warns the report. "Consumers can take their business elsewhere — and will do so. CMOs and CIOs should open the floodgates of communication, pollinate cross marketing teams and it professionals, and accept each other in the suite.