Marketing departments are shifting significant amounts of their own budgets toward IT-related products and services, independent of what the IT department spends, to the extent that Gartner predicts that by 2017 chief marketing officers (CMO) will spend more money on IT than chief information officers (CIO).
Whether Gartner's prediction comes to pass or not, Forrester analyst Sheryl Pattek predicts that, out of necessity, CMOs and CIOs will team up to become a `C-suite power couple'. But she adds that at this early point, the CMO/CIO power sharing relationship "is in need of serious couple's therapy."
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