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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Claire McEachern
About the author

Claire McEachern

Claire has 15+ years of creative communications, digital marketing, account and project management expertise in both the B2B and B2C environments. She has a passion for merging technical and creative skills in order to create narratives that educate, entertain, and call-to-action audiences on both the prospect and customer sides of the house. She has a B.S. in Sociology from James Madison University and an M.S. in Sustainable Design from Philadelphia University.