Why CMO Tech Spending Is Good For IT
By now, most CIOs have heard the Gartner prediction that chief marketing officers will outspend CIOs on technology by 2017. Whether or not you agree with that prediction, there's no question that marketers are now influential technology buyers, even if they're not taking swaths of responsibilities away from CIOs.
The onslaught of interactive marketing and digital commerce -- starting with the Web and email and more recently venturing into mobile and social interactions with customers -- is behind much of this technology spending. It has also put marketers under pressure to reconsider how they measure, manage and execute marketing across traditional channels, whether print, TV, radio, in-store, Web or call center.