The partnership was established to help improve Invoca’s API call marketing efficiency and user interface, while also supporting real-time optimizations that will provide call marketing to its current and future customers.
The delineation between marketing and IT is becoming more fluid as data analytics and advanced technologies drive marketing strategies. As the concept of data-driven marketing takes hold and marketing’s responsibilities broaden beyond lead generation, the position of marketing technologist has emerged to bridge the gap.
“IT and marketing are blurring when it comes to marketing technology, probably more than any other department,” said Jason Stewart, VP of Demand Generation at ANNUITAS. “Technologies like marketing automation, social media monitoring and content strategy tools are requiring more marketing expertise and acumen. The need for marketers specializing in the tech aspects of the role is greater than ever.”
“Over the next ten years, IBM will sell more to the CMO than to the CTO.”
That’s a direct quote from Ginni Rommety, CEO of IBM, and there might be no better illustration of the change that is sweeping the art and science of marketing. The company that has built more than 100 years of technology sales is leading the shift toward marketing technology and automation.