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October 2012 Volume 16

CIOs: Align technology and marketing strategy to meet customer needs

Enterprises not currently fostering a combined technology and marketing strategy are at risk of becoming the next Blockbuster, whose customers were left shouting their desires into a void nicely filled by Netflix. (And yes, the latter now is facing a similar situation with Qwikster.) More on IT and business alignment If you're worried about business alignment, you're doing it wrong A CTO's lessons for technology integration and business strategy BPA and BPM? These days, it's about IT-enabled business transformation Blockbuster's hesitancy to step into Web-based sales and services was the go-to example analysts used at the recent Forrester CIO-CMO Forum in Boston to illustrate the importance of IT and marketing working together to bring customers closer to the business. The CIOs and business executives attending the event, however, were the ones who brought the message home. Technology has caused a fundamental shift in the way customers engage with businesses and consume their products and services, said Glenn Schneider, CIO at ...

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