A division of Stamford, CT-based Gartner Inc., a research andadvisory firm, prepared one report and the Chief Marketing Officers(CMO) Council in Palo Alto, CA prepared the second. Both evaluatedcorporate preferences for media consumption and technologysolutions--and both warned that technology often still falls shortof expectations.

Eighty-five percent of the CIOs responding predict technologywill take on an increasingly critical role as a key component ofbusiness strategy, according to a survey of 1,500 CIOs by GartnerEXP, a membership-based organization of more than 3,600 CIOsworldwide.

Mark McDonald, group vice president and head of research forGartner EXP, says the challenge for CIOs is meeting the risingexpectations of corporate executives. CIOs recognize the importanceof IT in changing business processes, attracting customers anddeveloping new products and services, he explains, but many lackconfidence about providing the desired results.