The CMO Council and SAS conducted research to understand the challenges, opportunities, and requirements of CMOs and CIOs in developing a more customer-centric enterprise. The research found that big data has emerged as the glue that has permanently cemented the relationship between the two offices. The report highlights the importance of aligning around platform and technology, as well as the opportunity for deeper connections around data and customer intelligence. The report concludes that there is significant room to improve the organization's ability to capitalize on the opportunities that will emerge from a more customer-centric approach.
