A major shift is happening between IT and marketing. Gartner research highlighted in Forbes magazine states “Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon.”
The fact is, software as a service and cloud-based applications intentionally focus on their end application user – such as the marketing department – so as to make it easier for marketing to buy directly from the provider. Marketing increasingly wants and needs to control the budget as applications such as CRM, marketing automation and our own product and marketing fulfillment application are “pay as you go” based.
Nevertheless, this can create tension between IT and marketing.
In another study, The CIO/CMO Partnership Survey by IDG Enterprise, they gauged how top IT executives and top marketing executives view their working relationship. While the majority of CIOs and CMOs rate their relationship favorably, there may be room for improvement. Most of the top IT executives and top marketing executives surveyed rate their relationship as ‘good’ or ‘excellent’, yet relatively few of them consider their CMO or CIO to be their most valued senior executive partner outside of their department or function (15 and 16 percent, respectively).
Download the complete study here or copy/paste this shortcut link: http://bit.ly/10jbooG