Will CMOs Outspend CIOs? Wrong Question

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	The BrainYard weekly newsletter — the latest news and information on social business technologies. Don't miss The BrainYard's news and updates — please add thebrainyard@techwebdigitalcontent.com to your contact list or address book. Will CMOs Outspend CIOs? Wrong Question By Chris Murphy Instead of focusing on who controls those tech dollars, IT pros should focus on why companies need more tech in marketing and where they can fill those needs. Remember Thomas Friedman's The World Is Flat? In four clever words, he gave us a catchphrase for all the fear and promise and complexity of globalization. Same with Nicholas Carr's article "IT Doesn't Matter"--a three-word summary of all the fear about IT becoming a commodity. The 2012 phrase of fear has been "the CMO will spend more on IT than the CIO." Not quite as catchy, and almost no one cites the source of that prediction: Gartner analyst Laura McLellan. McLellan staked out her claim in two webcasts this year, predicting that CMO spending will pass CIO spending on technology within five years. So I called McLellan. Whether her prediction comes true isn't that important for you. What is essential to any CIO's career is to understand the trend she's talking about. Here's what I learned. READ MORE » LinkedIn Profiles: Not Just For Resumes Anymore Profiles update makes the platform less resume-focused and more like a true social network. But users are still griping about LinkedIn Endorsements. Accellion Boosts Security For Dropbox Alternative Enterprise alternative to Dropbox enhances its mobile clients for iOS, Android, and Blackberry, lets administrators restrict document-opening apps to a pre-approved whitelist. MORE NEWS » Matt Ridings Social Business Success Requires Looking Inward Focus as much energy on how your employees, partners, and shareholders experience your business as you do your existing and prospective customers. MORE COMMENTARY » 10 Great Social Features For Microsoft SharePoint 2013 Social computing will play a big role in Microsoft's upcoming collaboration platform. 6 Ways iPhone 5, iOS 6 Amp Up Social Opportunities Apple's iPhone 5 and iOS 6 add social capabilities to the iPhone and iPad that will provide new ways for businesses to interact with their customers. Oracle vs. Salesforce: Social Acquisition Face-off Oracle and Salesforce.com have established a pattern of dueling acquisitions of social business companies. Here's how that battle is shaping up. MORE SLIDESHOWS » Highlights: Microsoft Introduces New Office and Windows 8 Highlights: Microsoft Introduces New Office and Windows 8 Creation Technologies CIO Sees New Office Simplifying Life Creation Technologies CIO Sees New Office Simplifying Life Equifax CTO Credits New Office With Consumer Pizzazz Equifax CTO Credits New Office With Consumer Pizzazz MORE VIDEOS » LinkedIn Profiles: Not Just For Resumes Anymore Accellion Boosts Security For Dropbox Alternative Social Business Success Requires Looking Inward LinkedIn profiles are meaningless. I know 3 VPs who were fired or laid off but never updated their profiles so it looks like they are still employed at my company. And they claim things they did not accomplish (like consistently being under budget when in fact they were $1 million over). If only we could give thumbs up/down to indicate how truthful these things really are... Comment by: Tonic_Writes Commenting on LinkedIn Profiles: Not Just For Resumes Anymore» Sponsored by IBM Top 7 Tips for Delivering Exceptional Online Experiences In this webcast, we will share our top tips for delivering exceptional online experiences – gleaned from thousands of customer engagements. Hear customer stories on how they increased customer satisfaction and improved brand loyalty. 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