People: strategy, Leadership, and Joint Understanding Need attention According to our survey, CMOs and CIOs still don’t come to the table with an open mind to build a joint strategy. To close the gap, IT must ramp up its marketing chops to understand marketing. In return, marketing must clearly outline its priorities, link them to business results, and then communicate those needs to IT. Process: Misaligned expectations and Miscues Remain While survey results show progress in joint project deployment, agreement on acceptable time-to-market remains a long way off. CIOs can avoid marketing going rogue by picking up the implementation pace and communicating improvements. On the flip side, CMOs can reduce frustration by setting realistic expectations that the IT team can deliver. Technology: Understanding Of Customers and Their experiences Comes First Collecting customer data is just the first step to bringing customer intelligence into the business. CMOs and CIOs must partner to define and lead the work ahead to turn massive data sets into actionable customer insights needed to fuel business growth.