Date: 16th July 2012
Dublin, Ireland – 16 July 2012 - As digital marketing technologies and cloud-based marketing automation push IT systems from the back office to the front office, CIOs and IT Directors must start educating themselves about sophisticated new marketing tools, techniques and analytics, according to to Marketo, the fastest-growing provider of Revenue Performance Management (RPM) solutions.
Ten years ago, the marketing department was mainly seen as a cost centre that created the brochures. Thanks to new technologies, marketing departments today create sophisticated, analytics-based forecasts and measureable marketing-driven revenue that empowers organisations to better engage with their customers across the entire revenue cycle. However, many CIOs and IT Directors are used to internal, back office systems.
“Marketing is a public system. Digital marketing, social media and marketing in the cloud are now converging these two separate disciplines,” said Fergus Gloster, Managing Director EMEA for Marketo. “Marketing is no longer a black art. Thanks to marketing automation tools, it’s now measureable and accountable. We’d urge the IT Department to take a closer look and get up to speed now with new marketing technologies, as it impacts the fundamental role of supporting the business and business processes.”
Marketo also sees a need for CIOs to educate Chief Marketing Officers on the cloud and social media technologies, and take an integrated approach on how these can be best embraced and implemented into the organisation from both an IT and a marketing perspective.
“Organisations need to ensure both sides a feeling comfortable from a CIO and CMO perspective, as well as the CFO, as it has the potential for significant revenue disruption and acceleration,” added Gloster. “Bridging the gap now and having a sensible conversation between IT and marketing will help organisations exploit technology faster for the better revenue creation.”
Marketo is the fastest growing provider in revenue performance management. Marketo’s powerful yet easy-to-use marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work — and work together — to drive dramatically increased revenue performance and fuel business growth. The company’s proven technology, comprehensive services and expert guidance are helping thousands of enterprise and mid-market companies around the world to turn marketing from a cost center to a business-building revenue driver. Marketo also offers Spark by Marketo™, a new brand of marketing automation tailored specifically for small businesses – the fastest-growing and largest segment of today’s economy.
Marketo was recently named one of “America’s Most Promising Companies” by Forbes Magazine, the fastest-growing private company of 2011 by the Silicon Valley Business Journal, and the “2011 CRM Market Leaders Awards Winner for Marketing Solutions” by CRM Magazine. For more information, visit www.marketo.com, or subscribe to Marketo’s award-winning blogs at
For further information, please contact:
Devonshire Marketing (UK PR for Marketo)
Tel: +44 (0)7768 693 779