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). In some instances, it may be necessary to align the CEO on a plan, but a united recommendation between the CMO and CIO has a better of chance of success.
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