How marketing picks tech vendors (and who decides)

Tom Kaneshige

"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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