According to the Accenture report, AP CMOs and CIOs should consider taking the following actions to strengthen their alignment and improve collaboration:
- The CMO should be identified as the Chief Experience Officer and IT should be looked at as a strategic partner with marketing and not just as a platform provider.
- The skills mix in both organisations should be updated whereby the marketing department would become more tech savvy and the IT organisation would become more agile and responsive to market demands.
- Both teams should agree on key business levers and embrace tools, processes and platforms to understand consumer intent and unlock consumer value.
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