Can Marketing and IT Execs Overcome Their Disconnect for Better Customer Experiences?

Marketing and technology executives have been focused on different goals, according to Leapfrog Marketing Institute’s 2016 CMO Digital Benchmark Study. This can and should change, the company’s executive vice president says.  Marketing and technology executives suffer from a disconnect in goals, mapping and beliefs when it comes to customer service outcomes, the study found. The biggest gap between executives is where goals are aligned. While 56% of technology executives have goals aligned toward improving business outcomes, only 13% of marketing executives align goals toward this. Conversely, 34% of marketing executives say their goals are aligned to build a better data infrastructure versus 4% of technology executives who say the same.