The panel also blamed a focus on upfront, short-term price rather than lifetime total cost of ownership and value to the business as a whole for poor internal technology.
Leonard said: "IT often sits too far away from that [the marketing department] and focuses on the nuts and bolts. And the business often ignores IT. Where budgets are held is increasingly meaningless. Marketing departments are often also IT departments now."
Abensour simply advised companies: "Treat IT as part of the business."
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