A prediction IT leaders hear often is: Marketing will spend more on technology than IT by 2017, according to Gartner. While this prediction is often-repeated, revisiting its implications is important to IT leaders who want to keep their organizations competitive. In the next five years, change will be coming to the marketing department, and IT leaders need to be ready.

Among those changes: Marketing will take a bigger role in customer experience, directly impacting an organization’s competitiveness. If marketing is driving customer experience, they will need the right technology – with IT as a partner for success.

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