We all know that marketing needs and wants data. But they also need the tools and platforms to get it, store it, analyze it, and share it.
Suddenly, the right brains of marketing are being asked for input into what has traditionally been the domain of the left brains of IT.
Marketing can lead the communications transformation, but they can’t do it alone. Moving forward, the most important relationship for the CMO isn’t with their agencies. It’s with their CIO.