A martech milestone: IT leaders embrace the upside of “shadow IT”
There are notable inflection points in the history of martech where you simply have to pause and say, “Wow, the world sure has changed.” Crossing more than 1,000 solutions on the marketing technology landscape in 2014 was one. Digital ad spend surpassing traditional ad spend earlier this year was another. And now here’s a big one: “shadow IT” is going from bad to good — even in the eyes of IT. Shadow IT is coming …
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