Martech spending in 2018: What CIOs need to know
Forty-two percent of respondents to CIO’s recent State of the CIO survey say that their marketing department currently has budget specifically earmarked for investments in technology products and services — almost all of them within the next three years. If that figure sounds high to you, it shouldn’t. As David Ginsburg, vice president of marketing at Cavirin, said when asked about that figure, “What is strange is that only 42 percent have explicitly budgeted for tech. What about the other 58 percent?”
Carolyn Crandall, CMO at Attivo Networks, explains what tasks are being fobbed off onto the machines: “Marketers need tools that automate operations, simplify admin tasks, track analytics, conduct account-based marketing, and ultimately, boost sales.”
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