The alignment of the chief marketing officer and chief information officer is all about the customer in the end, according to marketing executives. They say Big Data can be harnessed and made useful by combining marketing with efforts to improve customer relationships. "Together, the CMO and CIO need to keep one eye on the right tools and processes that allow us to sell today, while keeping the other eye on the tech trends that are shaping the customer and their buying habits tomorrow," Juniper Networks CMO Lauren Flaherty says.

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