Why Marketers Need to Rethink Their Siloed Approach to Data

Why Marketers Need to Rethink Their Siloed Approach to Data

PHOTO:
Jacek Dylag

For almost 30 years, consultants have pushed a simple and credible idea — that silos are bad and need to be broken. This orthodoxy is rarely challenged, but one-third of a century later silos still exist.

Is focusing on breaking organizational silos really the right approach? Or does the problem require a different solution that focuses on data instead?

In the early 1980s, Jack Welch was CEO of General Electric, a company that was widely regarded as inefficient and overly bureaucratic. He embarked on fundamental reforms in the way GE did business internally and became the standard bearer for the “boundary-less…

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