Why CMOs won't control your IT budget
- 16 April, 2013 13:54
The topic of CIO-CMO collaboration is white-hot these days, with Gartner doing its part to fan the flames by predicting that by 2017, chief marketing officers will spend more on IT than CIOs do.
Of course, this isn't the first time a line-of-business function has been seen as a major IT decision-maker - the most recent function to play that role is finance. But that had more to do with ROI, total cost of ownership and cost containment than driving the business.
With disruptive technologies like cloud and upstart vendors bypassing IT to sell marketing analytics and other tools for engaging with customers, it certainly makes sense that CMOs are becoming a more powerful force in enterprise IT.
But CIOs are not standing idly by. In fact, you told us in our latest Economic Outlook survey that 28 per cent of your budgets are now allocated to "edge" technologies (mobile, cloud and social) rather than core tech.
That number is expected to jump to 39 per cent by 2015. Even more telling, more than 75 per cent of the 188 IT executive respondents we surveyed named top-line revenue growth and better customer engagement as priorities leading their business agendas.
Our most recent State of the CIO research also shows CIOs becoming increasingly proactive about getting closer to the customer. Fully one-third of you get out to visit customers now, versus 18 per cent two years ago.
Building a strong partnership with your CMO is smart, of course, but someone has to make sure that the bets being placed on these edge technologies are good ones.
Will the CMO make sure new technologies map to the overall enterprise IT architecture and integrate with your legacy back office? Will marketing chiefs make sure all the requisite security and compliance standards are met?
Will they ensure that a startup vendor will still be around if something goes wrong in 18 months? Not likely. These critical responsibilities will fall squarely on the CIO, where the lion's share of the IT budget will remain.
While I don't doubt that CIO-CMO collaboration will be great for the business, I don't believe CMOs will surpass CIOs in IT budget responsibilities anytime soon.
Join the CIO Australia group on LinkedIn. The group is open to CIOs, IT Directors, COOs, CTOs and senior IT managers.
Trust issue looms large for tech companies capitalizing on personal data
5 women who've made it in IT
Five trends affecting legal CIOs
CIO Roundtable: The changing face of security
Bitcoin malware count soars as cryptocurrency value climbs
Forrester Research: Total Economic Impact Of The Management Suite
This paper presents a framework to evaluate the potential financial impact of the User Virtualization Platform on organizations having shared server-based computing environment.
Convergence with Vblock Systems: A Value Measurement - IDC In-depth assessment
IT infrastructure is the backbone of today's modern business. It enables rapid expansion into new, fast-growing markets. It is at the core of new customer services offerings such as mobile commerce. It is the key to successfully exploiting an explosion in data and data analytics within business processes.
Keeping up with an Increasingly Sophisticated Threat Environment
Relying on traditional signature based Anti Virus alone is simply not sufficient to prevent today’s onslaught of new, sophisticated and advanced malware. This whitepaper describes in detail, some trends and statistics on the malware detection, it then introduces a multi-vector approach to accurately detect malware in the IT environment, and verify that existing anti malware already deployed are functioning optimally.