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Sharing is Caring: Merging Marketing and Sales

Geoff Webb,

In many companies, the CMO (Chief Marketing Officer) often has the biggest IT budget. That might surprise you, but the reason is relatively straight-forward: in recent years there has been an immense investment in MarTech, and it’s made the discipline of marketing incredibly tech-heavy. So much so in fact, that marketing departments now spend more time working with dashboards, and AI-fueled analytics than almost any other part of the business.

In fact, this trend is accelerating. Gartner research into CMO budget spend in 2018 revealed that as many as 57 percent of CEOs are prepared to invest more in marketing.

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