According to an Accenture survey led in 10 countries with 400 marketing managers and 250 information system directors, only 1 in 10 believes that "collaboration between their respective posts is sufficient". A surprising result is that according to the survey, the primary sticking point does not come from the IS Director. Over 3 in 4 IS Directors state that closer collaboration between IS management and marketing management is important. Only 57% of marketing directors agree with this.
The survey has attempted, additionally, to identify the causes of such a discrepancy. According to Accenture results, both entities do not appear to be in tune with the use of technology: "In the eyes of marketing executives, collecting information about clients is the primary reason justifying their collaboration with IS teams; whilst the IS Directors place this argument in tenth place in their list of motivations. " In conclusion, favouring the relationship of trust between strategic partners within a company would appear to be the best manner of increasing collaboration of these leading stakeholders and therefore overall company performance.

Access the Accenture survey (in English)