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Shift in decision making from cio to cmo/business headsWhile CIO’s in the past led various technology initiativesand solutions with automation being the primary focus, thescenario today is very different.Today, when a technologysolution is being designed for an industry, input is gatherednot just from the CIO’s desk, but also from various businessheads.There is a greater emphasis on business and functionsproviding key requirements based on demand of the hour.This new ability to turn capital IT spending into a predictablypaced operational expenditure line in the budget has certainlymade a difference.34Forward-looking CIOs are witnessinga shift in their roles from being infrastructure providers tobeing service providers and strategists.The role of a CIOhas undergone major change, wherein they now superviseoperating expenditures, not capital expenditures.This has ledto the CIO being perceived and valued as a strategist at theboard level rather than just a technology enabler. Similarly,role of business heads has also undergone a paradigmshift. From being a leader of their business unit, they nowact as partner, having major say in IT solution selection &implementations.In this era where disruptive technologies play a major rolein shaping customer expectations and experiences, it is theresponsibility of the CIO to make business heads awareof the options (solutions / platforms) that are available.Businesses need to define their requirements clearly andtheir expectations from the solutions / platforms and providethe same to the vendors.The technology solution purchase decision process shownabove, illustrates the role of CIO and business heads in thesame and how the impact of influencing channels on theprocess is critical.34 “How the Cloud Changes the CIO-CFO Conversation”, (MaryfranJohnson,June 14, 2011)Role of CIO and Business Heads in solution selectionSource: Social media in UK financial services in 2011; Glue reply56 | Six converging technology trends
Shift in prioritiesGlobal businesses in this age of digital marketing and multiple web channels perceive informationtechnology as the differentiators for success. IT plays an even more pivotal role as business begins toadapt to what is being coined “the new normal” as it refers to customer experience management andevolution of the social customer.The challenges that business faces in the new competitive landscape ofthe millennium are diverse and CIOs need to adapt to these changes fast to ensure that the organizationdoesn’t lose its place in the race for survival.35Cloud, big data, analytics, social media and other disruptive technologies can offer huge opportunitiesfor business heads and CIOs to help their organizations collaborate to work better, smarter and faster.Growing market dynamism coupled with continuous new technology upgrades has also led to a shiftin decision making from the CIO to the business heads, especially CMO, considering that marketingfunction is one of the largest spenders on IT.36The figure above illustrates the key business and technology goals for a firm and how the decision makinghas witnessed a significant shift with time from the CIO to the business heads’ desk.While earlier thetechnology vendors looked up to the CIO’s as the final authority; today, the final decision making lies withthe business heads, while CIO acts as a key decision maker and strategy enabler for the firm.35 “The Business Software Decision Power Shift”, Aug 2011, Social MediaToday36 “The Cloud : Changing the Business Ecosystem”, (KPMG, 2011)Shift in the Role of CIO & CMO / CFOSource: KPMG in India AnalysisSix converging technology trends | 57