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Is IT marketing’s biggest competitor?

April 16, 2010

It’s hard to compare because obviously some of IT expenditure is marketing related, but the data shown here from Andrew MCaffe’s HBR article is staggering.

mcafee fig 3

Companies have been investing in IT at an amazing rate, in just 13 years, expenditure grew by over 500%.

We should ask ourselves how did IT get a seat at the boardroom table?

How did IT prove its ROI?

How did IT get consistent budget increases?

Marketing could clearly use some of IT’s secrets- proof of concept and a seat at the boardroom table are two key areas.

However, perhaps in the near future, marketers instead of thinking of IT as competition, need to become better at aligning with their IT counterparts to better prove their case and to bring integrated solutions.

Posted by Ed Cotton

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