Marketing’s Chicken or Egg Silo Problem

Oftentimes attempts to solve the internal silo problem results in treating the symptoms, not the cause. PHOTO:
Jairo Alzate

Stop me if you’ve heard this before: “break down silos to create a better customer experience.” This mandate is equal parts grand vision, strategic goal, and, if history has anything to say about it, frustrating pipe dream. 

It’s been more than a decade (2004) since Gartner introduced the idea of the single view of the customer and all the apparent benefits that would accompany it in “Create a Single Customer View With Customer Data Integration.” Those benefits included:

  1. Delivering cost reduction by providing a…

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