Three years ago, Gartner made headlines projecting that the CMO would outspend the CIO on technology by 2017. So far there has been little reason to doubt that bold prediction will come to pass.
More recently, CEOs have said that digital marketing will be their biggest technology-enabled business investment over the next five years, according to a 2014 Gartner survey, and marketing IT budgets continue to climb even as other marketing spending stays flat.
“Marketing as an enterprise function has been taking a leading role in the implementation of new technologies that help customers connect with businesses,” said Adam Howatson, CMO of enterprise information management provider OpenText, in an interview with CMO.com. “I think it is safe to say that CMOs who ignore technology won’t be CMOs for much longer. Marketing technology will be a defining factor in how an enterprise communicates with its customers.” [Read More]