Marketing to Marketers – Just Add ICE
The five forces of the Consumerization of Information Technology (CoIT) do not just affect the chief information officer (CIO). The impact of social media, Big Data, analytics, mobility, cloud computing and unified communications will be felt across every business unit and across every enterprise.
However, it is the office of the CMO – the organizational executive responsible for the “front of house” – which will be increasingly exposed to the challenges presented by consumerization. As a result, marketing leaders will face significant new strategic and technology decisions in the next two years.
Outdated theories and metrics, however, frame the practice of business marketing and continue to inhibit the ability of marketers to respond to the rapidly changing consumerized landscape. CMOs need to plan and execute against a new vision of the connected consumer.
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