Just Adding a Chief Data Officer Isn’t Enough

Harvard Business Review

David Aaker’s helps explain why in his book, Spanning Silos: The New CMO Imperative. Use Brown, Court, and Willmott’s six tasks of data-focused activities to start developing the issues to have the on the table. Technology The proliferation of C-suite roles is an indication of the increasing strategic and operational complexity organizations face.

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How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events. The teams can not only address silo problems and access opportunities to create synergy but also develop relationships and open communication channels that span silos.

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