Summary
Our research suggests that high-performing companies look at strategic planning as a continuous process with a focus on customer value and loyalty. In this report, we identify new responsibilities for key participants in strategic planning — CMOs, CIOs, and business-unit leaders. We specifically focus on three ways CIOs must step up and serve as a shaper of customer-obsessed business strategy that generates greater loyalty and drives better performance. To succeed, CIOs need to effectively collaborate with peers across the C-suite, especially the CMO and business-unit leaders, to build strategies and a shared business technology agenda, focused on customer outcomes.
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