Marketing To Spend More than IT on IT?

I recently read a really interesting report from Gartner entitled “By 2017 the CMO Will Spend More on IT Than the CIO.”  It’s not a a brand new report but for someone like myself who’s been selling software to IT people for many years, I thought it was fascinating.  It’s my observation that the marketing department is the last department to get automated.  IT has now largely automated manufacturing, finance, and sales, and now marketing is getting its turn.

As evidence for this observation, you can see marketing automation software companies seeing real growth and success. Exact Target (NYSE : ET) and Eloqua (NASDAQ : ELOQ) both went public this year and Marketo shouldn’t be too far behind.  Even Salesforce’s Dreamforce conference this year was focused on marketing — or the Salesforce Marketing Cloud rather.

The Gartner report from Laura McLellan is worth the read.  If you don’t subscribe to Gartner, you can read more on Lisa Arthur’s blog on the Forbes site.

Bonnie Crater

About Bonnie Crater

Bonnie is a 5-time VP of Marketing at Genesys, Netscape, Oracle (Network Computer Inc.), Stratify, and VoiceObjects. While valuing the creative side of marketing, Bonnie's real love is marketing operations -- measuring marketing investments and determining investment optimization. Now as CEO of Full Circle Insights, Bonnie is working to help fellow marketers get the data needed to succeed. In 2000, Bonnie was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. Bonnie holds a B.A. in biology from Princeton University.