"60% of CMOs and 73% of CIOs say that technology is essential to marketing in the evolving digital landscape"
Let's dissect this quickly. This is about marketing in the evolving digital landscape. Digital is technology driven. Customers use technology / digital. CMOs are in charge of customer-facing brand experiences. 40% surveyed do not think technology is essential to marketing in the evolving digital landscape. Oookay...
Back to the CMO - CIO relationship. The study identifies as key drivers of disconnect a) different priorities and b) mistrust. I think those are true.
But I think there are two equally significant drivers:
1) Absence of the CEO. Organizational leadership (oftentimes including the Board) needs to create a mandate around the CMO-CIO relationship. KPI alignment is one aspect, but also physically bringing them together - either ad hoc or systematically - is critical.
2) CIOs do not 'get' marketing. Every CIO I have ever met is exceptionally smart, driven, highly competent. About IT. They can talk capacity, speed, security, processes, etc. But they do not have - and this isn't a knock on them, because most people don't - a true appreciation for what Marketing does. What the marketing process is all about, its value to the organization's strategy, its impact on whether customers show up / stay / leave. I think the reverse is not true: I believe CMOs have a fairly solid understanding of what IT does and technology's limitations. They understand cost and time to implement. Solve this asymmetry - help CIOs internalize with specificy the work of the marketing function - and CMOs and CIOs will come together more naturally.