Solis is quoted extensively at the top of an expansive article on the tech industry’s current investment priorities (“Tech’s Investment Priorities”) by Alex Meehan of TechCentral.ie, Ireland’s Technology News Resource.

Meehan draws on Solis’ input to support his belief that the traditional walls between IT and other parts of the business are dissolving and technology is continuing to impact more and more processes outside its traditional bunker.

Solis says, “Chief executive officers are taking more ownership of digital transformation for the simple reason that they are getting pressure from the board and shareholders to find ways to compete more effectively.”

He adds, “This is probably the first year where I can say with confidence that that is happening. In the first few years of digital transformation, there was a constant tug of war between the chief marketing officer (CMO) and the chief information officer (CIO). The CIO was investing in digital transformation because that was an IT thing. The CMO had a massive charter to essentially modernise marketing and the customer journey, as well as trying to compete on mobile and also in cloud and create a mobile web site and so on.”

Solis continues that this year, he is seeing CEOs taking more ownership of digital transformation for the simple reason that they are getting pressure from the board and shareholders to find ways to compete more effectively. “Likewise,” he says, “the CMO’s role is also changing and they are taking ownership of the entire customer journey so marketing, for example, is no longer just marketing – it’s about every touch point in the customer journey.”

Read the entire article here: https://www.techcentral.ie/techs-investment-priorities/