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.
No shocker, although there is improvement.