I did a story back in August about how KPMG research showed that IT budgets are increasingly controlled by marketing executives as customer relationship management (CRM) software becomes critical to customer retention. Here is the article.
Now it seems that IT service providers see marketing people as the point of contact for many technology services. One senior employee at a big supplier said that it is the marketing people they are engaging with for technologies such as social media, mobile apps for customers and website work.
With businesses spending money on things like social, mobile and analytics it would seem to make some sense that the departments that are sedt to use the technologioes will influence the buying decision. But surely the CIO will retain the power to give the final go ahead?
These technologies bring with them risks and challenges that the CIO and IT team must address.
What do you think about marketing becoming the point of contact for IT suppliers?
And what about the CFO?