The disconnect between chief marketing officers (CMOs) and chief information officers (CIOs) has the potential to become a crisis for many Australian companies, according to Accenture Australia’s latest report, ‘Disrupting the C-Suite: The emergence of the Chief Experience Officer to bridge the CMO-CIO divide’.

Australian companies should consider creating a new position at the top level, the chief experience officer (CeXO, also referred to as CXO), says Accenture, more than those in many other markets, due to the relatively high proportion of CMOs taking control of their marketing IT requirements (53% compared to 21% global average) and the higher proportion of CIOs who feel that CMOs don’t understand the complexities of integrating new data sets into corporate IT systems (63% compared to 49%).