Gartner suggests 2017 could be the year that CMOs spend more on IT than CIOs. If that proves to be the case, they’d better be equipped to spend those dollars wisely.
In a world of platforms, ecosystems and communities, CMOs will need experts to guide and execute their strategies and programs in these areas. That might mean hiring in-house expertise, or finding agencies, which are skilled and experienced in engaging these critical but unique audiences.
Coming from the world of....