A recent article in Advertising Age, “When CMOs Learn to Love Data, They’ll Be VIPs in the C-Suite” caught our attention. We thought our readers might find this insightful.
The article sites a Gartner study that projects that by 2017 the CMO will “spend more money on information technology than the chief information officer.”
Furthermore, the article projects that CMOs will have to “harness customer data and leverage it.”
Forrester analyst Josh Bernoff is quoted in the article saying, "The only sustainable competitive advantage is knowledge of and engagement with customers."
All organizations face the challenge of harnessing and leveraging their data to enable them to reach their goals.
The key first step is to recognize the importance of harnessing data to gain valuable information and insight, and then committing to do something about it. Once committed to the task, today there are practical tools and processes for the Executive to plan and implement the data integration that is needed to harness and leverage data.