This article is by Phil Fernandez, chairman and CEO of Marketo, a marketing-automation company.
Technology is no longer the tail that wags the marketing dog – it is the entire dog, nose to tail. There was a time in the not too distant past when digital was an add-on function in the marketing equation. Today, digital is at the core of everything we do in marketing. And that has profound ramifications for the business of marketing, the people who practice it, and the companies that rely on it to grow and succeed.
Just as technology has transformed how companies market themselves and their brands, it is having a similarly momentous impact on corporate marketing organizations and the people who staff and manage them. For corporations to fully capitalize on the technology-fueled marketing revolution– or just avoid being left behind – they will need to completely rethink and restructure their marketing departments…
How Technology Is Transforming The Structure Of The Marketing Organization
