IT and marketing are colliding. Research paints a clear picture of how these two historically siloed groups are slamming into each other where dollars and (common) sense intersect. According to IDC, nearly 60 percent of new IT investment in 2013 will be driven by the line-of-business, and by 2017, CMO’s will out-spend CIO’s on IT, Gartner predicts.
Even though these two worlds are colliding, their strategies could not be more different. Marketing is not interested....