“CMOs Will Spend More on IT Than CIOs”

When Gartner analyst Laura McLennan made this bold statement in a Gartner report late last year, it attracted plenty of skeptical comment.

Increasingly, however, more and more people are lining up to endorse Laura’s view.

Marketing is now a major technology driver, as it becomes clear that marketing needs a marketing technology backbone in order to get anything constructive done.

CMOs and CIOs must accept the new reality that they need each other to deliver the cross-functional integration their customers and ultimately their shareholders demand today.

Tech Republic’s Steve Ranger sums up the challenges in this good blog post.

Steve quotes a recent Forrester Research report _ Business execs increase direct IT spend to support systems of engagement _ which claims that if IT doesn’t step up and engage, it will be relegated to “overseeing legacy systems”.

According to the report only 39 per cent of execs thought IT consistently delivered projects on time and on budget, something Forrester described as “the basic building block of IT’s credibility”.

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com


1 Comment » for CMOs will drive technology spend not CIOs
  1. Lynden Leppard says:

    Thanks Mitch. The cross functional integration is compatible with the alignment required of a balanced score card approach and they both require systems thinking. I wonder how we can improve our systems thinking as individuals as teams.

    Lynden

Leave a Reply

Your email address will not be published. Required fields are marked *

     

*