While it’s commonly cited that the CMO is spending more on IT than the CIO, very little has been done to bring marketing into corporate alignment with governance compared to IT. As a result, marketing technology is a mess at many companies with no clear processes or standards for managing vendors, infrastructure, processes, or people.
IT has a long, storied history with governance, but international standards now exist to help companies align with best practices. In that spirit, we rewrote the conceptual layout of ISO/IEC 38500 (Governance of IT for the Organization, 2015 Edition) for marketing technology.
Got questions about it? Listen to our podcast episode walking through it in a deep dive.
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