New Study Uncovers Dissonance In CMO/CTO Relationship –

CMOs and CTOs are on different pages about their companies’ digital marketing goals, according to Leapfrog Marketing Institute’s “2015 CMO Digital Benchmark Study.”

According to the study, 20% of marketing executives said they believe working on data- or technology-driven programs has improved the CMO-CTO alignment, while only 4% of IT executives agree. The study also revealed that IT executives (40%) are more confident in their companies’ omnichannel consumer experience than are senior marketers (27%).

However, 63% of marketing and IT executives do agree on this: Metrics and goals are not aligned across the functions—likely the root issue of their challenge.

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No shocker, although there is improvement.

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