Big Data is transforming the way Canadian businesses are able to build meaningful relationships with their customers. Today the Chief Information Officer and Chief Marketing Officer must combine efforts for true competitive advantage.

A new market research report called "1 + 1 = 3: CMO & CIO Collaboration Best Practices That Drive Growth" looks at the new realities that are changing traditional roles of marketing and information technology. This report addresses how organizations are aligning their efforts to better understand and interact digitally with their customers and drive loyalty.

According to studies by the Conference Board of Canada, Canadian organizations appear to be lagging behind the consumers. Both marketing operations and information technology organizations need to overcome past mindset limitations, structure and skills to redefine how they work together to transform business models.

Through insights from top leaders, research and eight detailed case studies, the report looks at how marketing and IT operations at some Canadian businesses take advantage of the massive amount of available data to help increase revenues.

Prepared by The Conference Board of Canada's Organizational Effectiveness and Learning Division, the report shares strategic guidance from members of the Canadian Marketing Association's CMO-CIO Task Force. It looks at the competitive need to have marketing and IT collaborate, pathways to collaboration, as well as the mindset needed, governance, process, structure, and vision and strategy requirements to move forward.

Learn more in how to build a strong CMO-CIO relationship to jointly leverage IT to differentiate and grow your business. Download "1 + 1 = 3: CMO & CIO Collaboration Best Practices That Drive Growth" today.