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ID Number: G00239152 |
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Prediction, Gartner Symposium, 2011
Profile of Marketing as a Technology Buyer Story Line
Research Background
Profile of Marketing as a Technology Buyer Story Line
CMO Budgets Are Larger Than CIO Budgets and Growing Faster (Updated)
Just Try to Compare CIO & CMO Budgets — It's Apples and Oranges — Need a Common Chart of Accounts
41% of Spending on Technology Comes From Other Functions or Business Units, per IT
Half of the Capital Budget for Marketing Software and One-Third for Infrastructure Is Owned by Marketing
Profile of Marketing as a Technology Buyer Story Line
Marketing Believes Its Role Has Already and Will Become More Strategic
Almost All Marketers Have Responsibility for Choosing Marketing Technology and Service Providers
Responsibility in Marketing Technology Buying Cycle
Functions Included in Digital Marketing Organization: IT vs. Marketing
Profile of Marketing as a Technology Buyer Story Line
Two Views of How Marketing Technology Is Purchased
Digital Marketing Investment Plans, Next 12 Months
Marketing Activities to Be Outsourced, Next 12 Months: IT vs. Marketing
Profile of Marketing as a Technology Buyer Story Line
Build Your Own Set of Most Important Attributes to Quality Prospects
Look for Equivalent of Chief Marketing Technologists and to Whom They Report
Gauge the Responsibility for Technology Decisions Between Marketing and Internal IT
Understand Your Target's Preference at Each Phase of Buying Cycle (Including Postsales)
Profile of Marketing as a Technology Buyer Story Line
Recap of Key Findings
Crystal Ball Time: CMO and Technology in Five and 10 Years
Recommended Reading
Gartner explores the dynamics of the rise in marketing-controlled spending, based on three recent research projects conducted with marketing executives across multiple industries. Marketing budgets are double or triple the amount of internal IT budgets, and growing faster. Chief marketing technologists and digital marketing executives are driving rapid acquisitions of technology — as well as outsourcing more to marketing service providers.
Designed primarily for technology and service providers selling into the marketing function, this data-rich webinar will also be of interest to marketers who want to see how your activities and spending compare. This is a follow-up to our previous webinar delivered on 3 January 2012, " Webinar: By 2017 the CMO Will Spend More on IT Than the CIO." See Note 1 for Gartner's definition of marketing.
We know from research with marketing executives that marketing is expanding its role — in innovation, revenue generation and customer experience, just to name three; and budgets are rising to reflect the increased responsibilities. Although all research is just a snapshot in time, three Gartner primary research surveys conducted within the last year all point in the same direction — marketing has become a major buyer of marketing technology and services, mostly independent of the internal IT organization in terms of budget and responsibility.
CMO and CIO budget comparisons are difficult, but we know from our research that:
We conclude that the original prediction is on track.
Some documents may not be available as part of your current Gartner subscription.
"Maverick* Research: Marketing Is the New IT-Buying Powerhouse"
"Marketing Essentials: Acquiring Marketing Technology and Services"
"Introduction to Real-Time Marketing, Part 1: Exploring the Concept"
"Magic Quadrant for Global Digital Marketing Agencies"
"Marketing Essentials: The Habits of Effective B2B Digital Marketers"
Marketing is the enabler of growth for the business. It includes any activities, functions and staff that are responsible for identifying, defining, creating, growing, developing, maintaining, defending and owning markets. The activities that "belong" to marketing can range from very tactical to very strategic. The traditional marketing function includes CMOs and their staff or external suppliers that perform: branding, corporate communications, influencer relations, product marketing, field marketing, market and competitive intelligence, digital marketing, marketing operations, sales channel programs, campaigns, and sales-enablement activities. Additional responsibilities of marketing include product planning, product development, product management, strategic planning, customer experience, and others.
Gartner completed 512 Web-based surveys in a research study in May 2012. The survey examined the degree to which marketing and internal IT organizations partner to choose and manage technology and services to support marketing. The study also explores the changes taking place in marketing, and the impact on operations and budgets. Two hundred fifty-one marketing professionals and 261 IT professionals were qualified as buyers or influencers in the decision to purchase marketing applications or services for their organization. Companies were required to have 2011 annual revenue of $100 million or more — 29% had revenue less than $1 billion; 31% had revenue between $1 billion and less than $5 billion; and 40% had revenue of more than $5 billion. Respondents were based in the U.S. (305) and Europe (207), including U.K., France, Germany, Italy, Spain and Ireland. The sample spanned a range of industries across the U.S. and Europe.
The survey was developed collaboratively by a team of Gartner analysts who follow marketing and was reviewed, tested and administered by Gartner's Research Data and Analytics (RDA) team. The results of this study are representative of the respondent base and not necessarily the market as a whole.
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| Resource Id: 2213817 |
