More on IT, communications and marketing

My postings on where the communications budget lies has prompted a discussion on the Linkedin Marketing Operations Future Forum and a consultant in the field, John Merritt has posited that whoever owns the analytics owns the budget.  And according to John, finance and marketing finance owns those budgets in many tech companies now.  This actually makes sense.

The reason marketing can't get avoid budget slashing by finance is because they can't justify their existence to the CFO.  However, if the CFO holds the analytics from IT, he has the justification already, he just doesn't know what he's looking for.  The question is, does marketing know enough of what to look for that they can point it out to the CFO.

This is getting more and more interesting.