presented for IBM innovation labs. The shift in enterprise IT from the CIO to the CMO.

2. Well. Don’t Panic…But

5. …those years of living on separate
planets, have done real damage to
CIO/CMO relationships.
Mars and Venus, meet Pluto and
Uranus. One got demoted as a planet
and the other is the butt of jokes. Both
parties are to blame for the current
state of affairs.
Gartner 2013, Jennifer Beck

6. There is a shift in IT spending from in-premises
to off-premises. (Cloud Service/ SaaS)
Decentralization of IT in the enterprise.
BYOD Trend etc.
Gartner made a big splash late last year
with its prediction that by 2017 the CMO
will spend more on IT than the CIO.
Likewise, IDC predicts that what it terms
"line of business executives" will control 40
percent of IT spending by 2016.
Big Data

7. As CMOs Grab IT Budget
From CIOs, Cloud CapEx
and OpEx Shift
If analysts are correct, and the CMO
eventually wrests control of the IT budget
from the CIO, then spending on cloud
computing will get a lot less predictable
and a lot more complicated.
CIO Magazine (Feb, 2013)

11. Planet Marketing
is Exploding

12. Explosion of touchpoints
And channels

14. Explosion of Content

17. Explosion of Devices

19. The 2nd Screen ?
Try the 3rd / 4th / etc.

20. Explosion of
Technologies

21. IBM

22. Explosion of Data

24. Big Data is flooding all
corners of the enterprise
with marketing leading the
rush.
Forbes, July 2013

25. All these explosions
actually lead to

26. Explosion of

27. How do we keep up just
with the things that needs
to be keep out with?

29. We are in the era of
Real Time Marketing and
not just in the technical
sense.

31. We have to adapt to
unprecedented scale and
speed of change.

32. This is the new normal.

33. How do we harness all those
explosions?

34. 4 in 10 CMOs Feel Unprepared
for Challenges Ahead
[Infographic]
Accenture, May 2013

35. We need a more
approach to change.

36. Focus on

37. Applying agile management methods
in the context of marketing [Infographic]

38. Build

39. Thank You