Research Library

The Marketing/IT Relationship Wave 2 – Leveraging ‘Weapons of Mass Discussion’ – executive summary

Two years ago, we launched a major new research initiative aimed at better understanding the relationship between Marketing and Enterprise IT. The need for this work was clear at the time, and is even more obvious now.  Many of the most important recent information technology innovations – social media, Big Data, location-awareness and cloud-based CRM – are more about Marketing than traditional Enterprise IT, and thus firms need to think about what ‘IT management means once major digital initiatives become centred in other parts of the firm.

Each of the technologies above is important individually, but viewed collectively they form what we call Weapons of Mass Discussion.

This summary briefly recaps our 2012 findings, and then highlights what we have learnt in 2013.

Access Frank's Cutitta's presentation and listen to the podcast on The Marketing/IT Relationship Wave 2 from our 24 September 2013 web conference

Read/download Frank Cutitta's article for the September 1, 2013 edition of CIO Magazine - CIOs Need to Join the Social Conversation

Watch a recent CSC Town Hall video interview on this topic, view the summary and related sound bite video clips here.


Executive Summary

PDF (1.4 MB)


David Moschella
Research Fellow
David Moschella, based in the United States, is a Research Fellow for Leading Edge Forum.  David's focus is on industry disruptions, machine intelligence and related business model strategies.  David was previously Global Research Director of the programme. David’s key areas of expertise include globalization, industry restructuring, disruptive technologies, and the co-evolution of business and IT.  He is the author of multiple research reports, including Disrupting the Professions through Machine Learning and Digital Trust, 2016 Study Tour Report: Applying Machine Intelligence, There is Now a Formula for Machine Intelligence Innovation,  Embracing 'the Matrix' and the Machine Intelligence Era and The Myths and Realities of Digital Disruption. An author and columnist, David’s second book, Customer-Driven IT, How Users Are Shaping Technology Industry Growth, was published in 2003 by Harvard Business School Press.  The book predicted the shift from a supplier-driven to today’s customer-led IT environment.  His 1997 book, Waves of Power, assessed global competition within the IT supplier community.  He has written some 200 columns for Computerworld, the IT Industry’s leading publication on Enterprise IT, and has presented at countless industry events all around the world. David previously spent 15 years with International Data Corporation, where he was IDC’s main spokesperson on global IT industry trends and was responsible for its worldwide technology, industry and market forecasts.