The 2020 Technology Trends survey results clearly show that customer data management is essential for improving customer experience. However, other departments outside of IT often misunderstand the importance of IT as a strategic tool within a business. For instance, 38% of IT executives said that customer data management was their top priority for 2020. Yet non-IT respondents were 42% less likely to share this opinion, which suggests the need for more awareness and education about the value of IT. Businesses need to challenge the presumption that IT is only responsible for maintenance and security. For instance, as well as reducing the risk of security breaches and tech failures, IT teams are now sharing the responsibility of reaching commercial targets. GDPR and data control have also added to this complexity. 26% of IT executives said that complying with data protection laws was one of their top three challenges. Although, almost half of respondents also said that GDPR has had a positive impact on the quality of their newsletter subscriber lists. These responses suggest that a growing number of IT teams are making technical, commercial and regulatory decisions. As the gap between strategy and technology narrows, leaders need to provide the tools for IT to succeed.