• Direct Marketing News, Monday, November 12, 2012 8 AM

Marketing, sales, and customer service departments -- not IT departments -- are viewed as innovation engines in corporate executive suites, according to a survey released today by The Economist's Intelligence Unit. That's a problem, per Reggie Bradford, SVP of product development at Oracle, which sponsored the study. “Companies need to drive ROI for the relationship-building potential of social, and the way to get it is to marry data sets from offline sources with traditional ones. That means merging some of the central activities of the CMO and CIO.” Only 17% of C-level executives queried in the poll said IT helped bring innovative ideas to market. Marketing, however, was named by 47%. 

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