Who Should Control Marketing Tech?

Marketing tech solutions have reached the next level, with automation solutions, social monitoring, analytics, CRM and email marketing solutions becoming increasingly indispensable tools for marketers across the board.

With all that new information on customers pouring in, it’s critical to remember that all the info marketing teams now have on potential customers thanks to these new tech solutions doesn’t create demand for their products–it’s still necessary to learn more about consumers and their habits and create effective campaigns around that information. And finding the right mix of solutions is an equally important variable in that equation.

This article by ANNUITAS VP of demand generation Jason Stewart examines the question of whether the CMO or IT department should be the controlling the marketing tech solution stack within a company. Both need to work together in order to come up with a cohesive plan to find the tech solutions that meet a company’s objectives, while at the same time seamlessly communicating and integrating with other tech solutions already in use. Finding that balance between marketing goals and tech solutions will result in more efficient operations (and budget savings) across the board.