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秘密の宝:小売りにおけるCMO (最高マーケティング責任者) の予算

Hidden Treasure - The CMO's Budget in Retail

発行 IHL Group 商品コード 324955
出版日 ページ情報 英文
納期: 即日から翌営業日
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秘密の宝:小売りにおけるCMO (最高マーケティング責任者) の予算 Hidden Treasure - The CMO's Budget in Retail
出版日: 2014年12月18日 ページ情報: 英文
概要

当レポートでは、企業内のパワーバランスの変化、CIO (最高情報責任者) の役割の変化、最も影響を及ぼすソリューション、影響の程度、および小売り業者にとっての潜在的な落とし穴などについて調査しています。

調査結果のサマリー

調査範囲

第1章 小売り予算

  • パワーバランス
  • CMO:方法と手段

第2章 次世代の小売り:数

第3章 IT全体の状況を把握する

  • 協力の仕方
  • 水平線の先を見通す

第4章 オペレーションとセキュリティ

第5章 注意すべき問題

  • 同じ言語を話す
  • 予算保持者
  • ターゲットと慣習
  • 第一線にいる従業員の意見

第6章 ベストプラクティス

  • 小さく始め、素早く吸収する
  • すぐに失敗、継続的な革新
  • 誰がリードするか
  • リードする場合、ついてくるだろうか?

文献・調査手法

目次

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.

HIGHLIGHTS

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.

SAMPLE CHART

CMO BUDGET DOMINATES MOBILE/SOCIAL SPEND
(IN MILLIONS)

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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