The link below will take you to a bleak assessment about the future of the CIO by one who should know -- former and well-credentialed CIO and CTO Larry Tieman. CMO and CFO influence will rise while the CIO's will decline (since when has the CFO's strong C suite ever been in question?). Here's why the CMO's role will expand and I have to say, Tieman's argument is compelling:
"It's the marketing organization that's going to have to learn how to use social networks of all types, buy and use historical data, make sense of big data coming from customer interactions, and ultimately own the customer experience and new products. Gartner predicts that some CMOs will spend more on IT than their companies' CIOs by 2017."
Click here to access that webinar in which Gartner predicts the CMO may spend more on IT than IT itself.
In the short term, it won't so much boil down to an across the board decline in CIO influence. Rather, it will depend greatly on the individual occupying the CIO position and his or her relationship with the CEO. But small things become big, ergo a trend when enterprises examine what their rivals are doing.
The CMO is probably the biggest threat to CIO influence because what they do is critical from a competitive standpoint. Marketing supports the business mission and often what they need is time sensitive and opportunistic.
Tablets, myriad applets, social media, Big Data and smart phones have emerged as powerful and mainstay tools for marketers. What's more, they are cheap, accessible and easy to learn. In some respects, they put a face on how progressive and innovative an enterprise's marketing department is.
Marketers won't wait for IT to supply them (this idea stands in stark contrast to an ECF discussion about how to control or even suppress the `Bring your own Device' movement). In fact, why would marketers tie their success to another department, often considered slow-moving, conservative and one step removed from business mission? This isn't all IT departments or CIOs, but they suffer from this rap.
Tieman predicts the CIO and smaller IT departments will endure, but outside the C suite where their presence has always been tenuous from years of cratered projects and the inability to accuarately assess IT ROI. CMO's and "IT-savvy" CFO will see to that. The days of the CIO as the high priests of technology are over and they probably have the late Steve Jobs to thank for that.
And who's to argue with the consumerization and democratization of technology? Marketers won't. That's for sure.
What do you think?
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