Story image

Is the CMO the newest member of the IT team?

19 Nov 2015

Despite the fact that shadow IT is now a well-established phenomenon impacting many organisations, various research reports indicate that business leaders outside of IT are making large and significant IT purchasing decisions – particularly the chief marketing officer (CMO), says Axelera, the cloud platform and managed services provider.

According to research firm Telsyte, “Marketing leaders in Australia and New Zealand are increasingly making technology decisions for their organisations.”

Telsyte surveyed 255 CMOs and marketing leaders in large organisations and found that 91% were making purchasing decisions on technology products and services to meet their requirements.

“[This] has traditionally been the sole responsibility of the IT department.

“Furthermore, more than half of organisations surveyed indicated that the marketing department has a dedicated IT budget,” Telsyte says.

By and large CMOs are happy to be buying IT, but their CIOs are not, the research indicates.

In a separate Telsyte survey of 336 CIO and ICT leaders, 36% said their organisations had experienced problems with integration (cited by 36%), inconsistent technology selection (33%), and security (32%).

Another document this week, from the Economist Intelligence Unit (EIU): 'The Rise of the Marketer - How Australian and New Zealand marketing executives view the future', sought to uncover the outlooks of 92 marketing executives from ANZ - 62 from Australia and 30 from New Zealand.

After reporting their responses to a series of questions, the EIU concluded, “There will […] be a hard shift away from advertising and branding as marketing responsibilities.

“Direct customer acquisition, engagement and retention will gain ascendancy as marketers’ primary concerns as they increasingly assume responsibility for the end-to-end customer experience from the sales and customer service functions. 

“ANZ marketers believe that they will be called upon to carry a heavier load as more and more organisations look to them as a revenue driver, and [they believe] that customer acquisition is going to present a significant and ongoing challenge.”

The EIU continued, “They believe that social marketing, mobile transactions and the Internet of Things will be the technologies most central to shaping the future of the function.

“And they believe that they can look forward to substantial investment in the tools they will need to meet - and surpass - those heightened expectations.”

According to Axelera, those tools will be "IT, IT and more IT."

“In any organisation those with control and power rarely cede it willingly, but if the EIU has accurately assessed the organisational zeitgeist in ANZ, it’s pretty clear that any CIO trying to stymie their CMO’s IT ambitions will be fighting a losing battle.

“Far better to accept the inevitable and work to minimise the integration, consistency and security problems,” Axelera concludes.

TechOne bringing solar lights to students in need
The company is partnering with charity SolarBuddy to bring solar-powered lights to children in energy poverty to alleviate study stress after dark.
Universal Robots aims for A/NZ growth with new hire
Peter Hern takes on the role of leading customer support, sales and partner development for Universal Robots in Australia and New Zealand.
Microsoft urges organisations to tackle data blindspots
Despite significant focus placed on CX transformation, over a third of Australian organisations claimed that more than one in five of their projects failed.
Raising the stakes: McAfee’s predictions for cybersecurity
Security teams and solutions will have to contend with synergistic threats, increasingly backed by artificial intelligence to avoid detection.
How big data can revolutionise NZ’s hospitals
Miya Precision is being used across 17 wards and the emergency department at Palmerston North Hospital.
Renesas develops 28nm MCU with virtualisation-assisted functions
The MCU features four 600 megahertz CPUs with a lock-step mechanism and a large 16 MB flash memory capacity.
Exclusive: Ping Identity on security risk mitigation
“Effective security controls are measured and defined by the direct mitigation of inherent and residual risk.”
CylancePROTECT now available on AWS Marketplace
Customers now have access to CylancePROTECT for AI-driven protection across all Windows, Mac, and Linux (including Amazon Linux) instances.