re: IT Risks Irrelevance In Digital Marketing Revolution
This is an incredibly important issue for IT. If IT were a brand, it would be headed towards irrelevance. From many years of brand research (at Techtel) we see the symptoms: customers complaining that the brand (IT) is not keeping up, not providing innovative ideas and energy and start looking around for alternatives. The time becomes ripe for a disruptive innovation to come along and grab the demand from the old brand. It's just a matter of time and the typical IT response about need for integration, privacy, data protection, etc. wont be enough to stop the trend. The problem with this? The organization will suffer without a center of excellence around information. Whatever happened to the concept of IT as the source of systems thinking, of acting for the greater good and tying it together with information and communication?
Chris' article on the New IT Rulebook, in my paper edition of Information Week, is all marked up! These are great starting points. The question is 'Will IT leadership step up to the new reality out there?"