If analyst firm Gartner is correct, by 2017, CMOs will spend more on IT than CIOs. This means marketers, especially marketing leaders, need to speak geek.
Participants in Arketi Group's recent b-to-b CMO roundtable agreed. They also think it's high time the CMO and CIO shared ownership of the technology that's flooding the marketing department – and the business outcomes this technology can deliver.
There is no avoiding it: IT is needed to help marketing understand and implement technology. Now is the time for the two teams to partner in a genuine effort to understand what is possible and how the technology can help achieve their business goals. Read More