Marketing vs. Technology: A Communication Breakdown

Copyright (c) 123RF Stock Photos
Copyright (c) 123RF Stock Photos

One of the largest challenges facing business today is a deteriorating relationship between many Chief Information Officers and Chief Marketing Officers. As IT and marketing become more and more deeply intertwined, surveys are showing that both feel that the other side is not pulling its weight.

A report recently authored by technology consulting firm Accenture points to the communication gap between CIOs and CMOs: 36 percent of CMOs and 38 percent of CIOs feel that they’re being intentionally kept out of the loop by their counterpart. While it’s a positive indicator that approximately 63 percent of CIOs and CMOs feel they’re in the loop, this statistic still means that the better part of half of the businesses have a basic breakdown in their C-suites. The third most prevalent obstacle identified by CMOs indicates this problem as well — 35 percent of them feel that marketing just isn’t a priority for IT. Then again, 25 percent of CIOs admit that management isn’t a priority.

Interestingly, both sides identify the same problem as their number one issue. Both CMOs and CIOs realize that they’re working on complicated problems that are hard to solve, and that, when they come up with a strategy, it’s hard to implement it. For companies that want to get ahead of the communication breakdown, this presents an opportunity to open up a line of communication between the two departments that can hopefully trickle down to more collaborative work in the future.