Only about 4 of 10 senior marketers and their IT counterparts feel aligned in their customer-centric initiatives, according to a CMO Council and SAS Institute survey. More than half of marketers complain that "functional silos" make connecting customer data difficult, and others said their corporate cultures weren't oriented with customer needs and that they lacked key technology platforms for managing Big Data. The ITs named the functional-silo concern most often as well.

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