One of the emerging trends shaping enterprise technology that has received a lot of discussion over the past year has been the emergence of a “parallel” IT department. This is mainly coming out of marketing departments, which are taking the reins of big data, mobile and social media efforts by investing in their own solutions, often coming off the cloud.

Is IT okay with this? While IT and marketing departments have different priorities when it comes to advancing to the digital realm, there's a lot of common ground as well. A study of 312 mid-market executives from IBM finds a great deal of commonality between what marketing leaders seek vs. the aspirations of IT leaders.

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