Research has revealed that almost three quarters of workers influencing IT budget are not actually in the IT department.
According to a survey on LinkedIn consisting of 2,300 professionals with influence over IT budgets, 72% do not work in IT. The research also revealed that this "unofficial IT company" is gaining its IT insights from the internet.
Will Koch, head of technology at LinkedIn Marketing Solutions said: "IT chiefs are having to take into account the views of a much wider range of people across their organisation, from reception to finance."
"This demands a new set of skills as they have to present easily understandable recommendations and requests to be acted upon by the non-expert decision-makers with their hands on the purse strings."
The marketing department is becoming a powerful force in allocating IT budgets, with CIOs having to share budgets with chief marketing officers as customers increasingly interact with businesses online.
Gartner estimates that by 2020, 35% of organisations' technology budget will be spent outside the IT department.
Cassio Dreyfuss, vice president at Gartner said: "In the past, the use of IT to support the business came almost as an afterthought, long after the business strategy and strategic initiatives for the coming period had been designed and sanctioned by top management.
"Over time, IT has graduated from being a support tool to being a business enabling and a business creation tool. Under that much broader and inclusive perspective, it makes more sense to talk about IT-related expenditures in each and every business initiative and respective budget. In this way, the CIO is challenged to adopt a higher profile and actively engage in opportunities to influence IT decisions in business budgets."
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