Modern technology is eroding the walls between IT and marketing. That can be a tricky situation for business leaders to manage, but it’s worth the effort. By getting the CIO and CMO to work together, smart companies are using data in new ways to market and sell their products and services.

Field service divisions are awash in data, generated by technicians in the field, customers and even connected devices themselves. When technologists and marketers work together to harness and analyze that data, great things can happen. But success depends on a close integration between IT and marketing, says Stephanie Overby, contributing writer at

“Marketing is the driver of the big data car, but it doesn’t go anywhere without IT,” Todd Merry, CMO of hospitality and food service company Delaware North, tells

CIOs bring the technological expertise necessary to acquire data, while CMOs are able to put IT’s raw insights into campaigns that increase revenue. Are your service managers working closely with IT and marketing to grow the business?


Must Reads This Week From the Field:

Amazon’s Logistics Empire

Last week, reports surfaced that retail giant Amazon will compete in the $400 billion local services market. This week, the company announced an expansion of its same-day delivery service to Baltimore, Dallas, New York City and other cities. Amazon, already the king of solving insanely complex logistics problems, just gave service executives everywhere more reasons to covet the company’s secret sauce. (via TechCrunch)

Supply Chain Managers: Get Savvy About Hadoop

One service that marketers are using to process and analyze large data sets is Hadoop. Basically, Hadoop is an open-source software that helps make loads of unstructured data (think call transcripts or social media activity) understandable. But leaders in service management, service and other divisions will encounter the service soon enough, whether first-hand or through their own vendors, says Forbes contributor Steve Banker. (via Forbes)

World’s Most Stylish Service Vehicle? Probably

Forget the pickup truck or white van. One Tour de France team turned the concept of a support vehicle on its head. The British Sky team tricked out a Jaguar F-Type coupe to carry the racer’s gear, parts and spare bikes. The modified sports car was, without a doubt, the coolest — and fastest —  service vehicle on the route. (via The New York Times)