The document discusses the shifting dynamics of IT budgets, with a focus on how Chief Marketing Officers (CMOs) are increasingly gaining control over technology spending. It highlights the rising importance of big data, cloud computing, and analytics in driving IT investments, while emphasizing the need for IT departments to communicate effectively and demonstrate their value to secure larger budgets. Challenges include limited budgets for innovation, the need for accountability in IT spending, and the cultural shift required for collaborative financial management across business units.

1. THE IDEAL IT BUDGET:
Proportion of overall technology budget
expected to be under CMO control by
the end of 2015.
“While the IT budget
rarely includes all of
the organisation’s
technology spending,
best practice dictates
that the IT department
still gather a holistic
view of technology
costs, regardless of
where they reside.”
Margaret Rouse, WhatIS.com
“Organisations need
to get to a position
where they can know
the true spend on IT
and the business value
the services yield,
then start to evaluate
the best options.”
Roy Illsey, Ovum Principal Analyst,
Computer Weekly
“Most CIOs have limited
budgets for innovation-
related activities and
report that risk aversion
among other board
members constrains
them from making
riskier IT investments.”
The Deloitte CIO Survey 2014 –
CIOs: at the Tech-junction
Proportion of IT budget assigned to
business growth, while 55% remains
focused on supporting the delivery of
core IT services.
Social and Mobile tools,
Analytics systems and
Cloud computing are
driving IT investment.
of IT professionals expect
their firms to spend more on
SaaS and cloud services.
of professionals expect
their firms to spend more
on enterprise analytics, data
mining and BI.
of IT professionals expect
their firms to spend more on
the development, upgrade
and replacement of apps –
including mobile.
[Computerworld Forecast Survey 2014.]
10% 22%
40% 38% 38%
vsBEST
PRACTICE
REALITY
MARKETING
MOVING IN
GET THE COMPLETE
PICTURE
BEWARE THE ROGUE
CLOUD
BIG DATA BUDGET
DEMANDS
CHARGE BACK
TRENDS
DRIVING
TECHNOLOGY
BIG IT UP
TAKEAWAYS
HUNGRY CORE
SERVICES
RISKY LIMITATIONS
THE RISE OF THE
SMAC STACK
IT BUDGET
CHALLENGES
MARKETING IT
SPENDERS
COLLABORATION
The increase in the number of companies
that have deployed or implemented big
data projects in the last year.
The number of companies which plan to
implement big data projects in 2015.
The number of companies that expect IT
allocations for data-driven initiatives to
increase in 2015.
IT organisations that are charging back
at least some IT expenses to other
business units.
Winning IT budget buy-in is all about communication:
[Gartner]
Tell stories that illustrate the financial journey of the IT
department for stakeholders.
Use your cash profile to build credibility across
the business, showing how IT investment drives
improvement in marketing and other areas.
Benchmark the cost of your IT organisation with the rest
of your industry.
Become a marketer! Show them that IT is the
department that delivers.
Don’t miss an opportunity to demonstrate how a bigger
budget could drive greater business value.
Become a marketer:
don’t undersell
the benefits which
IT has already
delivered for the
business.
Charge them:
making other
business areas
accountable for
their IT spend is a
great way to regain
a clear picture.
Embrace the
cultural shift: if an
IT budget belongs
to everyone, they’ll
look to you for best
practice on how to
spend it.
[IDG Enterprise, 2015 Big Data and Analytics – Insights
into initiatives and strategies driving data investments.]
[Computer Economics, IT Management Best
Practices 2014-15.]
[IDG Enterprise, 2015 Big Data and Analytics – Insights
into initiatives and strategies driving data investments.]
[Econsultancy: Marketing Budgets 2015.]
The number of companies who see
limited IT budget as a challenge.
The number of companies who see the
ability to demonstrate ROI as a challenge.
The number of companies concerned
about rising infrastructure and
maintenance costs due to data growth.
Companies that plan to increase their
spend on digital marketing technology
in 2015.
125%
42%
36%
51%
45%
26%
20%
79%
WWW.CRMTECHNOLOGIES.COM
Discover how IT can join forces to
ensure marketing campaign success
by downloading:
SUCCESSFUL
EXECUTION OF YOUR
MARKETING OPS
STRATEGY THROUGH
CROSS ENTERPRISE
COLLABORATION
DOWNLOAD NOW
TRANSFORMSTRATEGISE EXECUTE
SUCCESSFUL
EXECUTION
OF YOUR
MARKETING
OPERATIONS
STRATEGY
THROUGH CROSS
ENTERPRISE
COLLABORATION
“Marketers already
have enough to
contend with as the
breadth and complexity
of their remit continues
to increase in other
areas, independent
of technology. What
they do need to take
responsibility for is
communicating their
tech requirements
effectively within their
organisation.”
Adam Smith, Head of Media
Strategy, Dunnhumby,
B2Bmarketing.net
“The big brand CMOs
I speak to on a regular
basis are increasingly
involved in driving
technology as this
is becoming more
core to Marketing’s
success as ad spend
moves from traditional
media to online.”
Mark Phibbs, VP EMEA Marketing,
Adobe Systems Europe,
B2Bmarketing.net