Written by CMOs are increasingly being asked to evaluate new technologies as a way to gain competitive advantage or at least not fall behind current industry thinking and practices. When selecting an emerging technology to adopt as part of the marketing function, CMOs are making investment decisions, not just in terms of dollars, but time and human […]
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Five ideas to help with Marketing Innovation and Value Migration
Companies that realize CMOs will control more technology spending than CIOs, should think of how they are going to spend those dollars to ensure maximum benefit. Most likely the company already has principals and guidelines for making IT and R&D investments that could be useful for making investments in marketing innovation. Companies should avoid reinventing […]
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