New research from the CMO Council reveals that both CMOs and CIOs believe big data is a key competitive differentiator and will be core to implementing a more customer-centric business culture. However, the study results also show most CMOs and CIOs consider big data part opportunity and part obstacle (61 percent of marketers and 60 percent of IT executives). In fact, 52 percent of marketers and 45 percent of IT professionals believe functional silos block aggregation of data from across the organization, making it difficult to truly achieve customer centricity.
Isn’t it time for those silos to come down? Aren’t you ready to develop a strategic partnership with the CIO?
Among the groups I’ve been meeting with (most recently at the 2013 Marketing Hall of Femme, e.g.), I can sense that marketers are feeling the pressure to integrate and become data-driven.
More specifically, here are the steps I know savvy CMOs taking as they work to eliminate obstacles and better leverage the opportunities big data provides: Read the rest of this entry »