Roles like chief data officer are ‘short term fix’ says Forrester group director

Doty

Companies are creating roles like chief data or digital officer as a “short term fix” to mask tensions between the heads of marketing and technology sections, Forrester Research’s Carl Doty said today.

In a session at the Adobe Summit today Doty, a group director at Forrester, urged chief marketing officers and chief information officers to come together to “rally around the tribal fire” of customer obsession as a way to help bolster their organisations for the future.

“In this kind of environment your only source of competitive advantage is to really obsess about customers and put them at the centre of your business,” he said.