CMOs and CIOs Need to Get Along to Make Big Data Work

Harvard Business ReviewPublished February 4, 2014 by the Harvard Business Review

By Jesko Perrey and Matt Ariker

In all this table-pounding is a central truth in today’s Big Data world: both the CMO and CIO are on the hook for turning all that data into above-market growth. Call it a shotgun marriage, but it’s one that CMOs and CIOs both need to make work―especially given that worldwide, data is growing at 40 percent per year. To do that, both executives will need to change how they work―and how they work together.

“Most CMOs have woken up to the fact that technology is fundamentally changing what marketers do and we can’t treat IT like a back-office function,” says Jonathan Becher, CMO of SAP. “The CIO is becoming a strategic partner that is crucial to developing and executing marketing strategy.”

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