As the use of digital and social marketing grows, businesses find themselves under increasing pressure to develop new demand generation models and platforms, many of which are now based on social and mobile media. Paradoxically, Enterprise IT is expected to enthusiastically support these strategies while also being asked to govern, and sometimes limit, their firm’s internal use of the very same marketing and social platforms and tools that are becoming the backbone of their marketing organization’s strategy.

View this clip of David Moschella discussing our initial research into the co-evolution of marketing and IT, where we believe real opportunities and competitive advantage exist by getting marketing and IT right for your firm: