To many marketing heads and other business executives, cloud-based services have been a godsend, freeing companies from the perceived constraints of IT-department-driven innovation initiatives. This is a big reason why Gartner predicts that CMOs will have more control over IT spend than CIOs by 2017.
IT departments need to watch out for business units or even individual workers going rogue and bypassing IT to go straight to the cloud.
“There’s a tug-of-war tension in the enterprise right now,” said Gartner analyst Lydia Leong. “IT administrators very rarely voluntarily want to go with the public cloud. I call this the ‘turkeys don’t vote for thanksgiving’ theory. The people who are pushing for these services are not IT operations people but business people.”
When marketing, events or other corporate business units conclude that IT is dragging its feet on the way to the cloud, the contract for the services themselves. IT often doesn’t discover the move until it shows up in the tech expenses papers.
The trend toward non-IT buyers makes it more important than ever for B2B technology companies to tell their stories in compelling ways to prospects. Companies need PR teams that can translate the benefits of even the most complex technologies to business prospects, the news media, and other non-technical audiences.
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