With nearly half of all IT buying decisions now driven by marketing needs, the push for fast, next-generation solutions is forcing technology developers to confront a new innovation model or risk marginalization, experts say. Glenn Conradt, vice president of global marketing at CoreMedia, writes that the rise of marketing IT is creating the need for unprecedented cooperation between marketers and their IT counterparts, a process that requires CIOs to think and behave outside the box and find ways to collaborate with colleagues with whom they once had little interaction.

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