In many organizations, CMOs now spend more on technology than CIOs. Marketing budgets amount to 11.2 percent of company revenue, according to the 2018-19 Gartner CMO Spend survey. In fact, technology is now the single biggest area of investment for marketing, according to the report.
As data and systems have become central to marketing strategy — and overall business results — the relationship between IT and marketing organizations has grown crucial. “This is a relationship of necessity,” says Jeff Fleischman, CMO at Altimetrik, who has seen the relationship between marketing and IT evolve from skepticism to acceptance. “A modern marketing program cannot exist without a strong technology foundation.”
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