Shift To IT-As-A-Service
Whether the IT is coming from an in-house IT department or is being outsourced, the CMO and CIO must start thinking of IT as a service.
"The number one advice I give to every single channel leader I talk to is you have got to have a services organization. If you don’t have managed services and see yourself truly as a services provider, you will fail," Dawson said.
To take it one step further, Dawson said both internal and external IT need to take a stronger role in understanding what the business does and in driving business outcomes. That will help bring the CMO and CIO together, she said.