Follow the money from IT to marketing


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Gartner recently released its report on IT predictions for 2012. The subhead of their press release boldly calls out their most stunning conclusion: predictions show IT budgets are moving out of the control of IT departments.

Garner predicts that by 2015, 35% of enterprise IT expenditures will be managed outside of the IT department’s budget. Let that sink in for a moment.

“The continued trend toward consumerization and cloud computing highlight the movement of certain former IT responsibilities into the hands of others,” said Daryl Plummer, managing VP and Gartner fellow. “As users take more control of the devices they will use, business managers are taking more control of the budgets IT organizations have watched shift over the last few years.”

The Gartner announcement includes this brief analysis with their prediction (emphasis is mine):

Next generation digital enterprises are being driven by a new wave of business managers and individual employees who no longer need technology to be contextualized for them by an IT department. These people are demanding control over the IT expenditure required to evolve the organization within the confines of their roles and responsibilities. CIOs will see some of their current budget simply reallocated to other areas of the business. In other cases, IT projects will be redefined as business projects with line-of-business managers in control.

This proclamation has naturally stirred up much commentary in the IT community — great articles on Wired (2012 Will Be the Year of Apocalyptic Reckoning for CIOs) and ZDNet (Line-of-business tech budgets may soon top IT department budgets) — focused on how the IT department can evolve to become more of a broker of services and a coordinator of distributed activities. “The IT organization of the future must coordinate those who have the money, those who deliver the services, those who secure the data, and those consumers who demand to set their own pace for use of IT,” said Plummer.

Big changes for IT and CIOs ahead. But consider the other side of this equation — where the money and responsibility are migrating to. As Plummer remarked in an accompanying audio interview, “CMOs, or chief marketing officers, may end up having larger IT budgets than CIOs.

Every CMO should be asking themselves if they’re ready to inherit this mantle of marketing IT leadership.

A good place to start would be examining Forrester’s recommendation from earlier this year to establish an office of marketing technology. And if you don’t already have a good intuition for the staff who will make up this new technology-in-marketing function, here’s a write-up on the marketing technologist revolution (and a video presentation of it as well).

Republished with author's permission from original post.

Scott Brinker
Scott Brinker is the president & CTO of ion interactive, a leading provider of post-click marketing software and services. He writes the Conversion Science column on Search Engine Land and frequently speaks at industry events such as SMX, Pubcon and Search Insider Summit. He chairs the marketing track at the Semantic Technology Conference. He also writes a blog on marketing technology, Chief Marketing Technologist.


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