Unify Data Expertise To Fuel Your Marketing Operating System

This report, originally written for customer insights professionals, includes content relevant to CMOs. And here's why: Dramatic changes in how empowered customers now use digital and nondigital engagement channels to interact with companies have forced CMOs to tear down their silo-based teams in favor of a more flexible customer-centric approach that we call a marketing operating system (MOS). To capitalize on this new model, CMOs must be able to harness, interpret, and act on the flood of digitally generated customer data to determine how to best win, serve, and retain customers. But there remains little C-suite leadership, lack of role clarity, and even less collaboration across organization boundaries, despite firms talking a good game about the importance of interpreting digital data to inform marketing strategy. CMOs must therefore take the bold step of defining how best to unify firmwide data expertise from marketing and customer insights, along with technology skills from the CIO's organization, into a collaborative function within their MOS. Read this report to determine how to integrate business and technology roles to ignite your business technology (BT) agenda and fuel the efficient customer-centric operation of your MOS-based organization.