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In every shift of technology, new companies emerge to dominate new spaces while incumbents falter (and sometimes fade away). Today’s epic shift to mobile, big data and real-time analytics will certainly change the corporate landscape. But the emergence of these new technologies is also inspiring major change in the C-level suite, and the biggest beneficiary will be the Chief Marketing Officer.
Marketing becomes new revenue arm
Traditionally, CMOs have dealt with the “soft skills” of marketing. They headed up cost centers filled with branding, advertising and campaigns that were expensive endeavors, producing benefits that were often difficult to measure. In this current shift, CMOs might not bring CIOs to their knees, but if corporate budgets could talk they would certainly favor the CMO. To wit: Gartner predicts that by 2017 the CMO will spend more on IT than the CIO. Why? Mobile, big data and real-time analytics are transforming the…
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