Marketing/IT Relationship Challenges Present Roadblocks to Customer-Centricity

See on Scoop.itData Nerd’s Corner

Asked to describe their relationship with their CIO/IT department, just 12% of marketers indicated it to be a “total partnership and alignment,” according to [download page]

Carla Gentry CSPO‘s insight:

Presented with a list of critical touchpoints that demonstrate customer centricity to the customer, a leading 49% of marketers reported that the top roadblock to optimizing the touchpoints was “functional silos that make data aggregation impossible.” Separately, marketers also indicated that the main obstacle they face in achieving a truly customer-centric organization is “functional silos [that] make connecting customer data difficult,” cited by 52%. Presumably, these are areas which could benefit from better alignment with the IT department.

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