Sophie Chen
Aug 29, 2013

Disconnect between CMOs and CIOs in Asia-Pacific threatens marketing effectiveness: Accenture

SINGAPORE - Fewer than 10 per cent of top marketing and IT executives believe collaboration between their corporate functions is sufficient, according to a study by Accenture.

The CMO-CIO Disconnect Asia-Pacific survey was conducted in 2012 with 62 senior marketing executives and 43 senior IT executives across Australia, China and Singapore.

The findings revealed that a higher percentage of CIOs and CMOs in Asia-Pacific 88 per cent believe in the importance of marketing and IT alignment than their global counterparts 64 per cent, while CIOs 35 per cent in the region are twice as prepared as CM...

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