Marketing wrestling control of technology purchases from IT departments, claims survey

Screen Shot 2015-09-22 at 5.17.09 PMMarketing leaders, rather than IT, are in almost complete control of their technology purchases in a trend being heralded as a major step forward for CMOs, according to a new study.

Research firm Telsyte spoke to 255 senior marketers with 91 per cent claiming they have the final say over the technology systems they buy.

Such purchasing decisions have historically been made by IT leaders, Telsyte said.

More than half those surveyed also said they have their own IT budgets as marketing departments are given greater responsibility within their organisations.

But the empowerment of marketing has not gone down well with IT, with 36 per cent saying their companies have “experienced problems” with integration, inconsistent purchases and security.

Telsyte senior analyst Steven Noble said the results illustrate the changing role of the marketer who is now the “custodian of big data and insights”.

“Marketing’s transformation has moved on from just buying digital advertising to building scalable approaches that provide a single view of the customer, support meaningful measurement, and enable real-time decision-making,” he said.

Web analytics or split testing software is the most common purchase, with four out of 10 marketers buying such technology, with 38 per cent buying CRM systems.

“Marketing measurement and customer-centricity are the left and right legs of digital transformation,” Noble said. “This is why Web analytics and CRM are the types of applications marketers are mostly likely to buy.”

Almost half the marketers (45 per cent) said they are taking greater control because they believe they know more about their needs than IT.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.