It is very interesting to note Gartner’s prediction that by 2017 the Chief Marketing Officer (CMO) will be spending more on technology than CIOs. It reflects the changing nature of business as companies continue to evolve and digitise.
In reality, the CMO engages the business’ target market through a number of platforms including websites, automated marketing platforms and Customer Relationship Management software.
… and one could also add marketing resource management applications (MRM) as well as email marketing. The trick is that these applications – by definition – typically fall in to the realm of the CIO as they are all information platforms at the end of the day.
The CMOs responsibility is to be the eyes and ears of the organisation, listening to the market and applying the right marketing tactics at the right time, for the right reason.
Balancing the interests of marketing technology companies, owning the budget and acquiring the technology, with the intricacies of technology implementation and related risks is never an easy task.
The CMO wants quick response and deployment of new technologies while the CIO is entrusted with keeping the data safe and secure – a process which does not always lend itself to quick on demand activation of a new system that needs to integrate with current backend systems.
To this end many CMOs are placing cloud-based or hosted solutions in their budgets and as a result are spending more on their technology deployments
But who should have ultimate control? Justifying the budget and freedom over the tech sphere is specific to each organisation and industry. he decision needs to be made with the businesses primary objective in mind and where the budget lies must be with where the clients will be best served.