What does Gartner’s CMO Spend Report 2015 mean for IT?


Companies are set to increase their 2015 digital marketing budget by 8% and will primarily focus on customer experience as the top technological investment, according to Gartner’s CMO Spend report.

Gartner surveyed 315 marketing decision makers representing organizations with more than $500 million in annual revenue across six industries, including financial services, high-tech, manufacturing, media, retail and transportation, and hospitality. 

The findings are in line with other reports that indicate marketing’s rising influence over technology spend, and predict that the CMO will outspend the CIO. 

What does this mean for IT?

Some business watchers are suggesting that marketing will continue to look outside of IT to meet their business needs.  While there was no data from the survey to support this, it’s clear that marketing’s increased responsibilities will require IT – whether internal or outsourced – to support their digital initiatives.  For IT, this means more pressure to be seen as a strategic partner instead of the “department of no.”

It will be interesting to see how this affects IT’s 2015 strategy.  Will IT adjust their budgetary priorities to focus on productivity solutions that will free IT resources to support marketing’s digital initiatives?  How will IT manage and secure the influx of SaaS tools (i.e. marketing analytics software) that marketing intends to purchase?

Weigh in on the debate and share your department’s priorities on Twitter: #IT2015

Highlights from the report:

  • For the 51% of companies who plan to increase their digital marketing budget in 2015, the average increase will be 17%. 
  • In 79% of companies, marketing has a budget for capital expenditures — primarily, for infrastructure and software. 
  • For B2B marketers, marketing analytics and operations software were the top technological investments.

Further Reading

For more information about IT/Marketing alignment, check out these resources: