So what does this mean for IT? Well, the future of IT will probably involve more collaboration with marketing, as the department brings in more technology. “Technology professionals will become more adept in driving business and revenue instead of solely supporting growth,” says Vennitti, “And IT initiatives will be based around working hand-in-hand with marketing to develop new products as opposed to just systems to support the business.”
Collaboration starts with the CIO and CMO
As for the relationship between CMOs and CIOs? It’s going to involve a lot more collaboration, but as Vennitti points out, “CIOs and CMOs have already started to work more collaboratively,” since this growth in marketing technology budgets started back in 2011. “There is a lot of cross-interviewing of potential internal IT candidates between the new departments, which helps drive new product design ideas and promotes growth.”
Of course, as plenty of companies have learned that with new software and technologies also comes the risk for data breaches and hacking. “It can be more difficult to keep track of security measures and maintain risk-management processes with other departments taking over budget,” says Vennitti.
In the past, IT has always been responsible for ensuring a company stays secure, but that reach has grown more difficult as technology becomes more pervasive. It’s difficult to oversee employee’s digital use on the individual level, let alone entire teams adopting new software.
Vennitti says IT will need to increase its focus on risk management with marketing by leveraging that relationship to ensure marketing has the tools it needs and that the company stays safe and secure. It’s clear that technology in the workplace isn’t going anywhere, so the big take away from the study is the need for a strong relationship between IT and marketing, and that starts with CMOs and CIOs.
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