In 2009 I had the opportunity to work with the VP of Field Marketing at a leading security software company. Much of the project involved analyzing the “big data” collected by different systems that supported the marketing (Eloqua), sales (Oracle), and channel functions (Excel) and trying to “connect the dots” between the upstream marketing programs and actual business closed by sales downstream in the pipeline in order to understand the effectiveness of the marketing strategy.
The challenge of trying to piece together the big picture across data silos was more than familiar to me. The supply chain had already demonstrated the power of tearing down the walls between logistics, production, purchasing, and engineering silos. Industries like high tech continue to lead the way in further extending this “silo busting” philosophy further upstream into their supplier base via similar “design chain” principles.