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For CMO Professionals

Marketing And IT Must Align For Business Success

Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

July 27, 2011

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Authors

  • By Luca S. Paderni
  • with David M. Cooperstein,
  • Nigel Fenwick,
  • Matthew Dernoga

Why Read This Report

Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This convergence of expertise dictates that to succeed, CMOs and CIOs must form a collaborative partnership focused on driving business results that support long-term and short-term goals. CMOs and CIOs must embrace a shared view of the customer as well as share business goals and metrics in order to ensure competitive business success in the age of the empowered customer.

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