More than half (55%) of advertising and marketing executives say they are collaborating more closely with the technology leaders in their company compared with three years ago, according to a recent report from The Creative Group.
Some 39% of marketers say they are collaborating about the same with IT executives compared with three years ago, and only 3% say they are collaborating less closely.
On the other side, 33% of chief information officers (CIOs) say they are collaborating more closely with their marketing counterparts compared with three years ago, 37% say they are collaborating the same amount, and 5% say they are collaborating less closely.
Nearly a quarter (23%) of CIOs surveyed say they are unsure about the level of collaboration or do not work with any marketing and advertising executives.
Asked to name the biggest barrier to IT-Marketing collaboration, the top response among both advertising/marketing executives and CIOs was communication. Project logistics is also a significant challenge, according to both sets of respondents.
Check out the infographic for more insights from the report, which was based on data from a survey of 400 advertising and marketing executives and 2,400 CIOs from US companies with 100 or more employees in 24 metropolitan areas.
About the research: The report was based on data from a survey of 400 advertising and marketing executives and 2,400 CIOs from US companies with 100 or more employees in 24 metropolitan areas.
