Study: Marketing execs have IT purchase power

Vendors are leaving billions on the table because they forget to market to the chief marketing officer (CMO) rather than just the CIO and IT department.

According to a new study from IHL Group called “Hidden Treasure – The CMO’s Budget in Retail,” in 2015, the amount of IT purchased through the CMO’s budget will amount to $7.5 billion in North America. This figure is nearly as much as will be spent on core POS for 2015, or 12% of all North American IT spend for retail and hospitality in North America.

IHL says the opportunity is particularly rich for vendors with clients such as department stores and specialty soft and hard goods retailers.