Study Finds Innovation-First Companies Far More Likely to Grow Rapidly
Chennai, India June 23, 2025: The future of digital transformation lies at the intersection of marketing and IT leadership, according to a newly released study by Bounteous x Accolite, a leading digital transformation consultancy.
Titled “Stronger Together: CIOs and CMOs Must Align to Win” the study draws insights from over 1,000 global decision makers, including CIOs, CMOs, and business leaders in IT, digital transformation and customer engagement. It reveals a clear consensus- organizations that foster close collaboration between CIOs and CMOs report higher ROI, greater agility, and significantly improved customer experiences. In fact, companies that prioritize innovation and collaboration are twice as likely to experience double-digit growth.
The White Paper brings together data from three separate studies, uncovering how digitally mature companies are succeeding by aligning strategies across functions, investing in AI and data, and engaging with co-innovation partners to drive transformation at scale.
Key insights from the report:
- Shared Priorities among CIOs and CMOs, but Siloed Execution
CIOs and CMOs share the same top three goals: enhancing customer experience, boosting operational efficiency, and growing revenue. But despite these common objectives, many teams continue to operate in silos, particularly when it comes to artificial intelligence and data-driven strategies.
71% of executives report that AI tools are being developed in departmental silos and only 3% of companies have cross-functional teams managing AI strategy. As a result, majority of organizations still struggle with fragmented ownership, unclear key performance indicators (KPIs), and disconnected customer engagement efforts.
- AI Investment Is Rising, But Adoption Is Falling Short
The report finds that 84% of companies will increase spending on AI and data initiatives in 2025, with up to 73% planning to invest over $1 million in generative AI. However, nearly 60% of organizations report challenges with data integration, AI adoption, or consolidating their tech stack.
This growing gap between investment and impact highlights the need for unified, enterprise-wide AI strategies rather than isolated departmental initiatives.
- Collaboration Drives Results
Organizations that actively encourage collaboration between CIOs and CMOs are reaping measurable success. According to our external research, 95% of companies reported improved customer experiences, while 93% indicated that such partnerships accelerated innovation. Regular collaboration also streamlines technology stacks, eliminates redundancies, and deliver more personalized, omnichannel customer experiences.
However, without aligned goals and a unified infrastructure, these benefits remain out of reach for many organizations.
Speed, Agility, and Co-Innovation Define Digital Leaders
Digital transformation is a competitive race, and speed is a differentiator. Companies that commit early and co-innovate continuously are almost twice as likely to experience double-digit growth. In contrast, those who delay often cite poor digital transformation as the reason for missed revenue goals.
The study finds that the most digitally advanced organizations rely on strategic partners, rather than just vendors, to co-create solutions. 95% of decision-makers say trust in their transformation partner is crucial and 92% prioritize finding the right solutions over mere cost or speed.
“For years, the convergence of CIOs and CMOs has been anticipated, but the rise of Artificial Intelligence and the drive to optimize business outcomes and customer experience, have accelerated digital transformation across industries. This report reinforces that decision makes must align internal teams and engage in co-innovation to remain competitive or risk falling behind. At Bounteous x Accolite, we collaborate with ambitious brands to transform strategy into scalable impact by building the cross-functional systems and unified vision that modern enterprises need to thrive in the AI-first era”, said Ketan Somani, President of Strategic Industries & Regional CEO, EMEA and APAC at Bounteous x Accolite
Sources rate Bounteous x Accolite as the highest in ROI among 10 competitors and recognize its strengths in AI, data, digital engineering, and competitive pricing.