Three comments on Michael Krigsman’s: The devalued future of IT in a marketing world

I had three quick points re: Michael Krigsman’s provocatively titled post “The Devalued Future of IT in a Marketing World“. This situation is as much opportunity as it is threat, so be proactive when addressing: 1.) Embrace your firm’s ability to shift funds from SG&A to revenue-generating functions. That was the idea behind more efficient and effective IT, right? 2.) Ensure that marketing colleagues are choosing their spend, not just deciding.. It is great that they want to decide spend…but not “all they can eat.”. In other words, drive portfolio prioritization of alternatives (don’t accept “all of the above”). 3.) Drive benefits measurement and realization. Probably the biggest gap in all PMOs across functions. A good first step is to insist on explicit value measurement plans in project plans.

About these ads

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 3,075 other followers

%d bloggers like this: