How to Work Well With Your CMO on Big Data

By Dennis McCafferty  |  Posted 09-16-2014 Email

Who owns big data—the CIO or the CMO? We know what your answer would be. However, industry research reveals that CMOs view marketing as the natural leader of big data and analytics efforts. So, obviously, there's disagreement there, along with great potential for conflict. It doesn't have to be that way, as long as CIOs and CMOs agree to proceed as co-owners of big data initiatives, according to a new report from McKinsey & Company. Then, once this is established, consider the following eight best practices as adapted from the report to ensure that the two of you work well together. After all, with the worldwide volume of data growing at 40 percent a year, CMOs can't afford to treat IT like a back-office function, according to the report, which is titled "Getting the CMO and CIO to Work as Partners." CIOs, however, sometimes need to "adjust their game" for CMOs to value them as business peers. "More and more, CMOs and CIOs are seeing that they are natural partners: CMOs have an unprecedented amount of customer data, from which they need to extract insights to increase revenue and profits," according to McKinsey. "The CIO has the expertise in the development of IT architectures and the execution of large programs needed to create the company's big data backbone and generate the necessary insights. Historically, though, the relationship has often been a fractious one." For more about the report, click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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