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August 16, 2010


The Worst of Perth


Justin Bieber Supra

Hi, Eric -- thanks for the great comment. I've been reading your blog, and I've become a big fan of your writing and thinking on modern IT. It was actually your recent "CIOs: Consider This" post that linked me to your older post on shadow IT that was the seed of inspiration for this post.

I know there's a continuum of possibilities in how marketing and IT can collaborate, and my ideas are pretty far to one side. In a lot of situations, the best solution will depend on the specifics of the organization and the people involved. I also think this "best solution" will be a moving target in the years ahead, evolving with technology and shifts in organizational structure and culture.

But in a world where marketing technology may take shape in forms that are very different than what we've thought of as "IT" in the past, it's not that radical to think of a tech team in marketing running it directly. A new generation of functional embedded IT facilitated by the cloud generation.

I definitely look forward to reading more of your thoughts on this subject!

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