There’s been a decided shift in IT purchase decision-making. Today, marketers hold nearly half of IT budgets. That means you, as a marketer, have tremendous power within your broader organization.

Wield it without strategic purpose, and you might find yourself losing revenue to competitors. Unable to effectively engage customers. Or entangled in a web of disparate tools and technologies that would frighten even your most level-headed IT counterparts.

Wield that power wisely—adapting to new normals—and you win long-term customer loyalty, dominate competitors, generate revenue, and gain well-deserved recognition.