CMOs & CIOs to increase revenue by using digital marketing.

Operational change is required for corporate marketers and information technology (IT) professionals as they seek to “lead not lag” to embrace new digital marketing technologies and channels in the quest to acquire, maintain and enhance customer relationships and increase revenue, according to a new report from the CMO Council and Accenture. Another key finding of the report, titled “The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance,” is that marketing and IT executives do not believe they are highly effective partners, as they struggle to achieve common goals in the race to adopt and keep pace with rapidly evolving digital marketing capabilities.

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