Marketing is emerging as key drivers of IT spending in digital technologies. Is there conflict up ahead? What is your IT organization doing to keep from being marginalized on cutting edge marketing technology decisions and strategies? Is IT competing with marketing for technology talent? IT vs. Marketing: Partnership or Competition?
1. Agility is the Key
Traditional IT values, such as standardization etc.., do not sit easily with the marketing requirement to be agile in order to leverage new initiatives. The trend of IT consumerization brings this to all enterprises, not just those with a strong marketing organization.
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Source: Future of CIO