Chief information officers (CIOs) and chief marketing officers (CMOs) are not collaborating well enough, something that could prevent consumers from accessing the best possible advertising and engagement, it has been claimed.
According to a study from Accenture based on as survey of marketers and IT experts in ten countries, only one in 10 executives feel that co-operation between the two groups is currently at the right level.
As technology plays an ever-larger part in many marketing campaigns, with m-commerce and other cultural shifts changing how ads are disseminated, it seems natural that both groups would come closer together.
However, this kind of organisational change can often take a long time to come about organically, especially in large companies where marketers and their counterparts in IT are used to a certain way of doing things.
Brian Whipple, global managing director of Accenture Interactive, said: "With today’s multichannel consumer seeking highly relevant experiences and with digital and analytics platforms emerging to help companies respond, marketing and IT executives must work more closely together."
At the moment, CIOs appear to be more committed to the concept than their marketing counterparts - 77 per cent agree further engagement is important, compared to just 57 per cent of CMOs.
However, only 45 per cent of IT executives placed this increased collaboration at the top of their priorities.
Mr Whipple suggested that the dilemma faced by business leaders is that CIOs and CMOs currently have a disparate set of aims and goals, something that must be resolved if they are to work together effectively.
Dealing with this can "turn a company's digital marketing capabilities into a platform for market differentiation, business growth, and profitability", he argued.
Accenture argued businesses need to work towards a greater skills mix, whereby marketing staff become more aware of technology and CIOs accept the importance of agility and reacting to consumer demand.
Both teams need to agree on key metrics and areas to focus on going forward if collaboration is going to be fruitful, the report concluded.