Playing the Power Shift to the CMO
Over the next 5-years, the marketing department is expected to spend more on technology than the IT department. This dynamic could create a shuffle in the C-suite during this time period that might impact the decision making process for software developers.
The forecast by research firms such as Gartner that the chief marketing officer, or CMO, will become more important than the chief technology officer, or CTO, by 2017 is already starting to impact the development plans of software firms. The very real possibility exists that CMOs will seek alternative ways to buy technology, such as partnering with outside vendors rather than with the CIO. Software firms must adapt to not only the marketing department needing advanced analytic technology, but also the CMO might lead the buying decision making.
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