As digital marketing technologies and cloud-based marketing automation push IT systems from the back office to the front office, CIOs and IT Directors must start educating themselves about sophisticated new marketing tools, techniques and analytics, according to to Marketo, the fastest-growing provider of Revenue Performance Management (RPM) solutions.
Ten years ago, the marketing department was mainly seen as a cost centre that created the brochures. Thanks to new technologies, marketing departments today create sophisticated, analytics-based forecasts and measureable marketing-driven revenue that empowers organisations to better engage with their customers across the entire revenue cycle. However, many CIOs and IT Directors are used to internal, back office systems.