Cloud services are creating a distinct sense of overlap and a blur of corporate 
responsibility as CMOs evaluate, acquire, and field extensive new IT 
capabilities for digital advertising, customer experience management, 
CRM, and other related functions across a growing set of touchpoints, 
which now include at a bare minimum traditional media, online media, 
social media, and mobile devices.  A decade ago, much of the service 
delivery for these functions would be delegated under the CIO, who would
 support the marketing department and other groups in their IT endeavors
 as needed (although largely on IT’s schedule.)
        (via A new reality between the CMO and CIO | ZDNet)
Cloud services are creating a distinct sense of overlap and a blur of corporate responsibility as CMOs evaluate, acquire, and field extensive new IT capabilities for digital advertising, customer experience management, CRM, and other related functions across a growing set of touchpoints, which now include at a bare minimum traditional media, online media, social media, and mobile devices.  A decade ago, much of the service delivery for these functions would be delegated under the CIO, who would support the marketing department and other groups in their IT endeavors as needed (although largely on IT’s schedule.)

(via A new reality between the CMO and CIO | ZDNet)