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秘寶:零售的CMO (最高行銷負責人) 的預算

Hidden Treasure - The CMO's Budget in Retail

出版商 IHL Group 商品編碼 324955
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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秘寶:零售的CMO (最高行銷負責人) 的預算 Hidden Treasure - The CMO's Budget in Retail
出版日期: 2014年12月18日 內容資訊: 英文

本報告提供企業內的電力平衡的變化、CIO (資訊長) 所扮演的角色的變化、最有影響的解決方案、影響的程度,及對零售業者而言的潛在陷阱等調查。



第1章 零售預算

  • 電力平衡
  • CMO:方法與手段

第2章 下一代的零售:數

第3章 掌握IT整體狀況

  • 合作的辦法
  • 預測水平線的前頭

第4章 營運和安全性

第5章 應該注意問題

  • 說同樣的語言
  • 預算保持者
  • 目標和習俗
  • 第一線員工的意見

第6章 最佳業務實踐

  • 從小開始,快速地吸收
  • 馬上失敗,持續性創新
  • 誰來領導
  • 領導時會跟上嗎?



The structure of IT within the Retail enterprise has been undergoing a significant transformation over the past several years. No longer does the CIO have complete command and control over all things IT within the organization. Instead, other C-level employees are willing to commit budgets to get the IT they need to be agile and advance their agendas. The greatest portion of this budget comes from the CMO.

This study quantifies that impact, shows the specific solution areas that must be marketed to the CMO and recommends tactics and go-to-market strategies for vendors to consider if they have a solution targets towards the CMO. Finally we discuss the security ramifications if the relationship between the CMO and the IT department is not solid.

This is a must read report for vendors who sell any solutions in merchandising, order management, analytics and mobile from the store to online commerce. There is extra budget to go after if you know where to look and how to approach.


There has been a great deal of talk about the impact of the CMO and other business unit heads on the spending on IT technology. To this point, however, no one has tried to quantify how much that impact is in retail and hospitality. Until now. This study gets down to the nitty gritty details on the impact that the CMO is having, how big that is, and specifically what types of systems are involved.

Our original hypothesis was that this influence was limited to a few solution areas within the firm. And while there are clearly pockets that are greater than others, we were surprised to learn from CIO's that reach of the CMO for IT spend goes into far more traditional operational areas than we originally expected.

Overall the CMO has added an additional $7.5 Billion in IT spending this year over just the CIO budget, an amount that approaches the total spend each year for core POS solutions. This increased spend and access brings along a number of security risks and is sometimes hidden from the CIO. It is not the ideal way to operate, but it is happening.

This research looks at the changes in the balance of power within organizations, the changing role of the CIO, the solutions most impacted, the size of that impact, and potential pitfalls along the way for retailers.

Then for vendors, we highlight the different ways in which they need to approach retailers based on the types of solutions. The CIO and CMO have different motivations and budget realities to work with. The prudent vendor will understand this and plan their sales activity accordingly.



Table of Contents

Summary of Findings

Scope of Research

1.0. Budget for Retail 2018

  • 1.1. Balance of Power
  • 1.2. CMO - the Ways and Means

2.0. Next Generation Retail - The Numbers

  • 2.1. Working Across The Aisles

3.0. Keeping Track of IT All

  • 3.1. How We Work Together
  • 3.2. Seeing Beyond the Horizon

4.0. Operations and Security

5.0. Problems To Watch Out For

  • 5.1. Speaking the Same Language
  • 5.2. He Who Holds The Budget
  • 5.3. Targets and Ordinance
  • 5.5. Front Line Employee Consideraion

6.0. Best Practices

  • 6.1. Start Small, Assimilate Quickly
  • 6.2. Fail Quickly, Innovate Continuously
  • 6.3. Who Has The Lead
  • 6.4. If You Lead, Will They Follow?
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