JUL 20, 2012 12:55pm ET

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Mastering the New Marketing


For the CIO, a few years ago his job was to buy hardware and software and network and services and put it all together over 12 or 24 months. At the end it goes well or doesn’t or goes somewhat well. But now with all the new technology breakthroughs in cloud and social and mobile and the rest, there are completely new sourcing models. You rightly said that the CIO’s role is moving from nuts and bolts to someone who offers business services, the custodian who enables the organization to run. His world is changing and he has choices primarily powered by the new technologies and the new engagement paradigm. Just like the sourcing and procurement guy’s job is to negotiate the best contracts and get the maximum amount of spend under management, just like HR needs to do a great job of managing talent, the CIO has to manage and provide all the business services on demand, and the rest of the guys are consumers. It can and ought to be a very symbiotic relationship once it is settled and the roles and structure and governance are in place. Some already understand this, and now marketing is going to take some time to catch up with the maturity you see in HR. 

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