May 24th, 2016 | by

Top marketing executives have gained clout over the last decade as businesses devote more of their budgets to marketing products and services. Jobs such as finding leads, targeting email or mobile campaigns, and attracting would-be customers to a company’s web site and the like take considerable skill.

Increasingly, chief marketing officers are getting technology budgets of their own to make that happen.

Tech giants including Oracle (ORCL 2.07%) , Salesforce (CRM 1.82%) , IBM (IBM 0.89%), Adobe Systems (ADBE 2.59%) , and SAP (SAP 1.94%) have spent tens of billions of dollars between themselves acquiring marketing automation companies over the past few years. Why? As noted above and to paraphrase what infamous thief Willie Sutton reportedly said when asked why he robbed banks: “That’s where the money is.”

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About the author

Claire McEachern

Claire has over 12 years of experience specializing in digital program management & strategy, SEO, web design, creative communication, and account & project management.