CMO and CIO are two main roles in a company that need to change urgently to help companies to move forward and keep competitive advantages.

Indeed, innovation is now everywhere and the time to market becomes more than ever key to survive. Moreover, the digital world establish right conditions for closer collaboration.  

Development process must be shortern to adapt quickly current product or launch new ones. It's not a new statement : for years, marketers are complaining about teckies who are too far from customer needs lacking agility to adapt development on urgent requests. Teckies blame marketers not being able to define precisely their needs and changing their mind all the time. These two worlds have to work closer and closer to improve agility of the company or even to merge. New mindset, better mutual understanding (customer needs, experience, technologies, ...), new governance, new development models and process are required.
Accenture conducted a comprehensive analysis on that topic with results published on "Accenture - CMO-CIO Alignment 2014".

The highlights of the report are hereafter :
* digital opportunity drives desire for more collaboration
* coming unstuck on Implementation with changing needs of marketing IT
* the Multi-Channel Challenge : technology is too siloed. Customer data protection becomes of high importance. 
* obstacles to Marketing Effectiveness : challenges with solution implementation. 
* marketing needs to anticipate and manage digital investments.