<p>The increased clout of marketing leaders in IT purchasing, combined with their lack of awareness of the technology working in the background, could be exploited by vendors.</p><p>Marketing chiefs and other line-of-business leaders are havingan increasingly big say in IT procurement. But because they don't necessarily hold all the purse strings, they're getting in the way of buying decisions.</p><p>The shift in the balance of power from CIOs to CMOs isbecoming an increasingly significant issue, because of differences in the agendasof the two camps, according to a report from analyst firm TechMarketView.</p><p>"The problem is that while CMOs are gaining power theyhave yet to take control of the budget. Suppliers report that this tension iscausing purchasing decisions to be delayed or cancelled," analyst andreport author Angela Eager wrote.</p><p><a href="http://www.techrepublic.com/blog/european-technology/cmos-are-elbowing-out-cios-but-do-they-know-their-back-ends-from-their-front-ends/">Keep reading...</a></p>