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If the CMO is smart, they can do and end run around stubborn CIOs that run Dr. No departments by using hosted SaaS applications. They don't need to bring in a Big 5 consulting firm. I would also add that the alignment of Sales and Marketing is also a significant issue that needs to be addressed. It's the third leg of the stool between sales, marketing and IT. I have good blog post about that called "How to fix the sales and marketing alignment problem" Derek CEO DMZ Interactive
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Oct 7, 2010