New Year(ish). New Article.
Gartner have made some bold predictions that state that by 2017, the CMO will be be spending more on technology than the CIO. Well, if that’s true, CMOs need to read this right now, because buying technology for the business – even in today’s SaaS environment, isn’t as easy as clicking your fingers. They need to know how to pull together a cast-iron business case.
Luckily, this article contains five tips to make the process a little easier.
There’s nothing more unsatisfying than introducing a new system into an organization and seeing it fail. It’s a waste of time, a waste of money and a waste of opportunity – and yet it happens all the time. Usually, it has nothing to do with the technology; these failures are almost always about adoption. Whether a system is over-hyped, under-utilized or simply not fit-for-purpose, the result is the same.
Unfortunately, these precedents can make it more difficult to introduce systems in the future, as “system apathy” sets in and users become inured to promise and cynical about change. This apathy can also spread to those people who install the system: IT and the CIO. Instead of a new solution, they may see ill-conceived plans, a lack of ROI and negative impact on their credibility. The erosion of the business benefit of these systems can have a massive impact on the bottom line.
It’s great that CMOs are tech-savvy, but they need to show more than a recognition of technology benefits, and start to pick up on best practices from the IT world to really bring the CIO back into the fold.
Put simply: to get a CIO on your side, you have to think like a CIO. And that means going back to the business case.
Read the full article over at Central Desktop.