REPORT

Much rides on marketing’s relationship with information security to acquire, maintain and secure customer data for competitive advantage. Together, marketing and security can navigate perilous waters, such as Generative AI, trust and privacy concerns, en route to preserving and building the brand.

But the relationship can be a rocky one.

In this report, conducted by the CMO Council and KPMG, we found that a third of marketing-security partnerships are not collaborating effectively. Problems range from misalignment in communications practices, joint initiatives, technology assessments, etc.

It’s critical to shore up this partnership because it’s about to be tested in a big way. The top three marketing initiatives posing the greatest security risks are AI and machine learning, customer behavior data, and Internet of Things.

Our findings are based on a survey of 256 North American marketing leaders across multiple industries. Additionally, we conducted in-depth interviews with marketing or security executives from Teradata, CDW, The Doctor’s Company, PSEG Long Island, and others.