MKT-319 C-TEAM Research: Innovation - IT and Marketing Misalignments May Affect IT Investments

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C-TEAM Research: Innovation - IT and Marketing Misalignments May Affect IT Investments

Document:                       MKT-319
Date of Publication:          February 20, 2007
Number of Pages:             4
Lead Author(s):                Mike West
Price:                              $195 USD

Perspective Summary:

Recently completed research of C-Level executives conducted by Saugatuck in partnership with BusinessWeek Research Services (See Note 1) reveals fundamental disagreement at the C-level regarding the role of Innovation, the types of Innovation important to the organization’s success, and the barriers to Innovation in organizations. The divergence appears most dramatically between CIO/CTOs on the one hand, and CMOs on the other. The effects will range from user difficulty in funding innovative uses of IT, to changes in how – and to whom – IT vendors sell solutions and services.

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