Marketing taking control of IT’s budget

Marketing is seeking control of the tech budget, but will they succeed in getting it? Maxine-Laurie Marshall investigates

Marketing will be getting their hands on some of IT’s budget, according to the International Data Corporation (IDC). The American research and advisory firm made 10 predictions for businesses in the New Year and the one that stood out was: ‘The CMO will hold 10 per cent of the overall technology budget by the end of 2015.’

IDC sees three key drivers for this: the need to deliver an experience across the business ecosystem, the ability to make better decisions by connecting people and data in context and because of online communities developing and extending business networks.

But will this really happen in the UK, do marketers now understand technology enough to take ownership over a portion of budget that’s not theirs?