Gartner predicts that by 2017 the CMO will spend more on IT than the CIO. IDC reports that by 2016, line of business executives will control 40 percent of IT spending.
As technology purchases shift to the business side of the house, where does that leave the IT department? While the trend seems undeniable, what's less clear is how department heads will react. Will CMOs and CIOs become partners and trusted advisors or will they merely politely tolerate one another?