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US Supreme Court Justice Potter Stewart famously declared (about pornography): “I know it when I see it” — and you could say the same about influence, except that it’s much harder to actually define. Dr. Robert Cialdini, the author of the book, “Influence,” defines it as “change,” or the ability of a given person to affect the views, beliefs or behaviors of another person.
Enterprise software is now about marketing. According to a frequently cited report, the CMO will spend more money on technology than the CIO by 2017. How the CMO spends is now a strategic issue. Here is how to think about it... Marketing has really remained the last vestige of the enterprise to benefit from the arrival of IT and its automation and efficiencies.