CompTIA just announced similar findings from a survey of 675 U.S. businesses in its report, "Considering the New IT Buyer."
Carolyn April, Comp TIA's senior director of industry analysis, found that 45 percent of respondents said that ideas about technology come from different areas of the organization and 36 percent said more executives are involved in the decision making. In addition, 52 percent of those polled used business unit budget to pay for technology purchases in the last year. April said business heads tend to buy cloud software that they can provision quickly within their department.
CMOs like to buy their own tech
CFOs, COOs, supply chain heads, and heads of customer service are more likely to partner with IT to procure the technologies they require - even SaaS or other cloud solutions.
And although CMOs - long a chief perpetrator of shadow IT - will assume control of 36 percent of all marketing technology-related new project spending by 2018, Bartels says that many are working more closely with their CIOs than they have in the past. A chief reason for this is that as CMOs assume more customer acquisition duties, they find that managing the customer lifecycle requires the CIO's technical expertise in managing and aligning business data.
"Their responsibilities start to align more closely with the CIO because they need to link the data from marketing, sales and customer service to give a more holistic view," Bartels says. "And they need the CIO as a partner because they know they can't do it themselves."
Such a partnership is in full force at companies such as Clorox, where CMO Eric Reynolds and CIO Manjit Singh talk daily to keep fingers on the pulse of the company's customers.
"It's about giving the right message to the right person at the right time," Reynolds told CIO.com. "That transformation requires an enormous rethinking of data and technology and also in how we approach marketing."
Source: CIO US
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