Peter Bendor-Samuel: Where the IT dollars flow in the Digital Age. Is digital tech “marrying” the CIO and CMO roles?

We’re all looking at digital technologies and how powerful they are in shaping an organization’s future. If you read the press, you’d likely think that digital is all about the CMO-driven digital agenda for growth and changing the relationship with users (customers, employees and partners). But the press can be deceiving.

At Everest Group, we recently conducted research around digital tech implementations. One of the most interesting parts of this research is that we found that there are two ways to think about digital: digital for growth and digital for efficiency – how we operate, cut costs and make a business easier to run. Clearly there is a lot of work around both kinds of digital projects these days, and hopefully both extract a significant return on investments.