Historically, chief marketing officers and chief information officers have tended to see the world quite differently. Focused on generating demand, marketers place a high priority on speed and creativity and take risks to achieve aggressive goals. IT executives are often risk-averse, prizing stability, security, and accuracy. As marketing moves increasingly onto websites and mobile devices and into social media and e-mail, the two functions have come into conflict, in part because of shifts in power and resources. Here’s one stark demonstration: This year, for the first time, CMOs will control more technology spending than IT departments do, according to a forecast by Gartner. “There’s been a bleeding of responsibilities as CIOs get more involved in customer-facing activities and CMOs get more involved in technology,” says Anne Park Hopkins, a former recruiter at Korn Ferry who has placed executives in both roles. “The question is how to create better co-ownership to deal with growing ambiguity.”