As Big Data continues to mature, Bill Schmarzo, EMC Corp.’s CTO of Global Services, Big Data Practice, has noticed the Big Data shift from the IT to the business space. The shift will continue as more businesses recognize Big Data’s value.

“I still scoff at organizations that say ‘we’re going to do a proof-of-concept on big data,’” Schmarzo told theCUBE during EMC World 2015. “Are you kidding me? It’s not a proof-of-concept challenge. It’s a proof-of-value challenge. And when you get to the proof-of-value challenge, the business has to be front and center. Who understands value more than business?”

How to use Big Data effectively

In order to use Big Data effectively, the business and IT departments “have to like each other,” Schmarzo said. He also advised businesses not to worry about picking the best use case during an evaluation. Pick a use case and move forward.

“When you go through that use case, you’re going to build expertise and data. You’re going to build your data link, your analytic capabilities and your data science team,” he said.

When Schmarzo works with clients, he guides them through value and use cases to an operational phase. This is where ideas come “out of the wallm” and Schmarzo gets very excited about his job. “When you start freeing people up to think about what they can do, the sky is truly the limit.”

To find out what Schmarzo thinks about healthcare IT, and whether he has a new book in the works, watch the full interview below — and be sure to check out more wall-to-wall EMC World coverage from theCUBE and SiliconANGLE.