Morrison -- Another of our business goals is accelerating the innovation pipeline. We have to be in touch with consumer needs, and the processes and analytics IT provides help us turn insights into great products.

Spagnoletti -- There’s too much information available to not take advantage of it. Sharing data with our customers enables us to more effectively undertake joint business planning opportunities and identify opportunities to create more value.

Morrison -- You can waste a lot of time with a customer on a sales call reconciling when an order shipped and when it’s going to deliver. If you can practice good data synchronization and share information in advance of a call, you can devote the time to something that’s going to drive growth, as opposed to chasing down an order. Joe and I have had conversations about what the world will look like in five to 10 years in terms of how we connect with customers, consumers and suppliers, and what steps we need to take to win in that world. IT will be a strategic partner in that effort.

As told to CIO Executive Council VP Rick Pastore. View a video ­interview with Campbell’s CEO and CIO at www.enterprisecioforum.com.