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). A recent study (also from IBM) indicates that more than 70% of CMOs feel they are underprepared to manage the explosion of data and "lack true insight.".
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