I was recently asked for my 2012 digital predictions and here is what I shared:
We will start seeing marketing and IT come together on key initiatives to drive significantly higher ROI of both marketing and IT budgets. Marketing and IT will go into business together and the successful alliances in the market will financially enable more strategic risk taking by CMOs. Both roles will collectively wield more influence in the boardroom, than individually and if played well, they will become the left and right hands of the CEO and define the long term business strategy for the company. CMOs will become the voice of the customer; will come out looking like heroes; because IT initiatives with strong business alignment and sponsorship are inevitably successful!
