In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Gartner research analyst, Laura McLellan, lobbed a grenade into the executive trenches when she claimed the average CMO will control more technology spend than the CIO by 2017.
That’s not an empty promise; at its core, marketing is about communicating. In today’s hyperconnected world, communicating is about technology. As commerce becomes e-commerce, customer interaction becomes digitised and direct communication becomes real-time engagement, marketing and IT are taking central roles. It makes sense for the leaders of the teams to buddy up.
Yet according to an Accenture survey of 252 CIOs and 405 CMOs globally last year, nine in 10 marketing and IT executives aren’t collaborating successfully. “They [CMOs] view the CIO organisation as an execution and delivery arm at a time when they should consider IT as a strategic partner and involve CIOs when planning new marketing investments,” the report authors state.
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