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Marketing and IT:
Conflict or collaboration?
Baxter Thompson Ltd, Jon Baxter
Introduction and Summary This post is written for both the Chief Information Officer (CIO) and Chief Marketing Officer (CMO) of an organisation. It looks at how conflict can occur and offers some insight into how it can be overcome. The main outcome is the realisation that no-one department or sub-function "owns" or "controls" technology. Instead it's a shared capability that both Marketing and IT both contribute to in order to make it value adding. So, how is this done? I…
