How CMOs Can Work with CIOs to Gain Customer Insight
Harvard Business Review
NOVEMBER 9, 2012
In fact, recent research [PDF] conducted by the CMO Council, suggests that this process should start with the Chief Marketing Officer (CMO) and the Chief Information Officer (CIO). And although there are a myriad of analytical tools for generating this kind of information, CMOs are struggling to convert data into consumer insight they can use. Differing incentives is one of the biggest barriers to an effective relationship between marketing and IT.