Technology center of gravity shifting to marketing departments
Technology center of gravity shifting to marketing departments. Summary: 'The chief marketing officer has become the king of IT without you knowing it.' Joe McKendrick. By Joe McKendrick for Service Oriented | March 22, 2013 — 03:07 GMT (20:07 PDT) …
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UserVoice Integrates With Pardot's Marketing Automation System
Customer service platform UserVoice announced today that it has integrated its service with ExactTarget's Pardot marketing automation platform. With this tie-in, companies will be able to leverage their customer engagement data for lead scoring and …
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MillerCoors Announces Marketing Partnership With Turner Broadcasting
The beer giant is partnering with Turner Broadcasting for marketing spots across TBS, TNT, CNN, truTV, Funny Or Die, NBA on TNT, Bleacher Report, and NASCAR.com, among others. The partnership will include Coors Light, Miller Lite, Miller 64, Blue Moon …
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Popular Questions
Why is the technology center of gravity shifting to marketing departments?
Marketing teams increasingly manage customer data, automation platforms, analytics, content systems, and digital advertising tools. Because these technologies directly influence lead generation and revenue, marketing often guides technology decisions that were once handled mainly by IT. Network marketers can respond by learning how tools connect campaign performance with measurable business results.
How does technology shifting toward marketing departments affect network marketing traffic?
Marketing-led technology makes it easier to attract, segment, and nurture prospects across search, social media, email, and landing pages. Teams can track which traffic sources produce conversations, leads, and customers instead of relying only on clicks or impressions. Use that data to improve campaigns, redirect spending, and create follow-up sequences for each audience segment.
What skills do marketers need as the technology center of gravity moves toward their departments?
Marketers need practical skills in analytics, customer relationship management systems, marketing automation, conversion tracking, and data privacy. They should also be able to explain technical requirements clearly and evaluate whether a tool improves acquisition or retention. Start with one measurable workflow, document the process, and expand the technology stack only when it solves a demonstrated marketing problem.
How can companies manage the risks of marketing-led technology decisions?
Marketing departments should coordinate with IT on security, integrations, access controls, data quality, and compliance before deploying new platforms. A shared review process prevents duplicate tools, disconnected customer records, and unreliable reporting. Establish ownership for each system, limit user permissions, and audit campaign data regularly so traffic and conversion decisions remain trustworthy.