Companies around the world are literally drowning in data. A typical airline or retailer, for example, is collecting data from many operational systems and storing terabytes, if not petabytes, of data. But how closely do CMO’s and CIO’s actually work or are they often at cross purposes! In India and I am sure in other furiously growing markets as well, IT is so busy building the basic infrastructure to manage the business that they often ignore the strategic priorities that Marketing is trying to drive!
Paul Barsch writes about how the chasm between Marketing & IT can be bridged in this interesting article “Preparing for the Future: How the CIO and CMO Must Collaborate to Win”
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