IDC Study: CIOs Outspend CMOs on Tech by 15x

We’re all familiar with Gartner’s 2011 prediction that CMOs will spend more on IT than CIOs by 2017. Gartner says it happened. But a recent IDC study pegs worldwide spend on marketing technology at $82.3 billion in 2016, only 6.7% of the $1,235.3 billion spent on all tech. Business units – presumably CMOs – controlled $41.8 billion of the martech spend, or just over half.  IT controlled $660.1 billion across all categories,   Those figures seem more realistic than the Gartner estimates – and explain why surveys show IT pays little attention to martech.