By 2017 the CMO will Spend More on IT Than the CIO

Marketing is purchasing significant marketing-related technology and services from their own capital and expense budgets – both outside the control of the internal IT organization and in conjunction with them. Designed for high-tech provider marketing executives, this presentation explores the current landscape and lays out business challenges caused by this shift in buying centers. As a buyer, understand what companies like you are doing. As a seller, consider the risks versus rewards of staying with business as usual, bypassing internal IT to get to the business buyer, or acting as a bridge between the CMO and CIO.

Publication: 
Gartner
Author: 
McLellan
Document Type: 
Research
Paywall: 
Free

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