This is the third, and last post, in a series written about the impact of Gartner's 2012 report that CMO spending would outpace CIO spending by 2017.

How can your organization affect change?

The single biggest factor in positive organizational change is your investment in the team. You must have the right talent... As I said in my first post, I like to tinker and build – teams are no different. I am drawn to teammates that embrace ambiguity and change. The moment you are firmly convinced you have all the answers, a new question will arise. The ability to adapt and be flexible is key to your success, and you want good teammates alongside for the ride.

Don't get me wrong, a team of experiementers and chaosticians can wreak havoc. You need the right balance. I have found my best teams have an equilibrium among solders and spies. "Soldiers" are tacticians, and experts in their field. When presented with a task or challenge, they turn to models of experience to resurrect an efficient and appropriate response. "Spies" are strategists, and adapt to meet the goal – often enlisting information and resources outside their expertise.

Once you've gathered a team varied by skill-set and balanced by working types – help them be successful! So, clearly define expectations for your team. They need to understand where their roles will overlap to meet the overarching goal. Conflict could arise if you don't help bridge the gap between marketers and technologists with communication. Remember, the future of marketing-technology is defined by collaboration.