If CIOs can master these challenges, they stand a good chance at becoming the next CMO. Marketing has become a technology bastion with new martech vendors pouring into this space every year. CMOs have a tough time differentiating vendor pitches chock full of buzzwords from the truth about what these new-fangled cloud services can really do. Moreover, CMOs don't have a firm grasp on martech's trajectory and potential.
"This makes it more interesting, and marketing more effective for the CMO, but the level of difficulty and complexity has changed by an order of magnitude," says Meg Sloan, vice president of marketing at Foundation Capital.
The CIO has seen this all before, of course, and is in the best place to lead the martech revolution.
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