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Growing Out of the Socially Awkward Phase: Leveraging the Co-Evolution of Marketing and IT

Frank Cutitta 

Research Associate
Leading Edge Forum

Frank Cutitta, based in the US, is a Research Associate for the Leading Edge Forum, and is the author of our project entitled Growing Out of the Socially Awkward Phase: Leveraging the Co-Evolution of Marketing and ITFrank is recognized by Folio Magazine as one of the media business’ Top 40 Innovators and Influencers.  He founded The Center for Global Branding (a global branding and intelligence consultancy in 2005) after serving as Chief Executive Officer of the International Advertising Association (IAA), and as a senior international executive at International Data Group.

For many years corporate marketing has relied upon Enterprise IT for a number of important business tasks such as customer database management, email marketing campaigns and web site hosting.  Yet despite their long history, our research has consistently shown that Enterprise IT’s relationship with Marketing has been considerably more strained than with other major parts of the firm.

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Gartner Says Worldwide Enterprise IT Spending to Reach $2.5 Trillion in 2011

Gartner News Release, 10/18/10

Analysts Discuss Key Issues Facing the IT Industry during Gartner Symposium/ITxpo 2010, October 17-21, in Orlando

Worldwide enterprise IT spending is forecast to reach $2.5 trillion in 2011, a 3.1 percent increase from 2010 spending of $2.4 trillion, according to Gartner, Inc. 2010 enterprise IT spending is on track to total $2.4 trillion, a 2.4 percent increase from 2009. Over the next five years, enterprise IT spending will represent a period of timid and at times lackluster growth with spending totaling $2.8 trillion in 2014.

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