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How marketing picks tech vendors (and who decides)

Tom Kaneshige | Aug. 7, 2014
The head of digital architecture at MasterCard says marketing should bring in IT at the beginning of technology vendor discussions. The director of customer engagement at Cox Media Group agrees, but she adds, 'There's a time and place for rogue.'

"There's a time and place for rogue," King says.

But King quickly points out that "rogue" isn't necessarily a bad thing. CIOs can foster innovation by giving a rogue a place to live, she says. The middle ground just might be traditional pilot projects that IT uses to test technology before rolling it out en masse. Marketers can use the pilot project model to get their new marketing tech up and running quickly.

While the CIO and CMO tend to operate with different speeds, King says, "It doesn't always have to be that way."

 

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