Host Analytics CEO Dave Kellogg discussed the value of enterprise performance management (EPM) during his presentation at the 2014 Chief Financial Officer Leadership Forum: Fall Event in New York on Nov. 6. In his presentation, Kellogg noted EPM, along with financial and operational planning, can help businesses develop budgets and effectively allocate their resources.

According to Kellogg, big data gives businesses an unprecedented ability to track and measure things. Kellogg also noted big data capabilities extend beyond marketing and sales and can help a business transform its everyday operations. CEOs that ensure all of their departments leverage big data, Kellogg said, can streamline their business processes: “We don’t think it’s good that sales ops is on a different tool, different building and they’ve got all the interesting bookings capacity or that marketing operations has all these tremendous leading indicators … We’re trying to reunite that.”

In addition, Kellogg pointed out that big data can help CEOs simplify their operations. If CEOs can collect and leverage all of the data at their disposal, Kellogg said, they can improve their EPM and ensure that various departments can work together to help an organization succeed: “Because we have all of this data, because we can track all these things, people are now asking about [big data], and it’s overburdened the functional head. Finance is too busy with financial reporting and the board and budgeting and planning, so who’s going to answer those questions? The answer is the ops folks.”