Will you follow large business marketing technology like you do IT?

Mayur-Gupta-Kimberly-ClarkWhether you service SMB or large business, I think we can agree that your solutions should be enterprise-class, although not priced for the enterprise if you’re servicing SMB, of course— but that’s a discussion for another day.

But why enterprise-class solutions? In my experience, it’s because SMB and mid-market companies strive to have the same capability and functionality of large business. Where did VPN start? Where did VDI start? Where did mobility start? These solutions started at the top and dripped down just like a lot of the technologies we consider “standard” today.

Here’s what’s going on. Large business and even mid-market companies are realizing the need to converge (at least a portion of) IT and Marketing. Why? Because marketing today means using technology and data—period. It’s far less about sales copy, graphics and hand-outs, although those things have their place.

It’s about prospect and customer data and the tools and systems to act on that data with the right message at the right time. In addition, it’s about integrating that marketing data with sales operations, i.e. your CRM. The good news is that this trend is driving down the cost of entry for Marketing Operations and Marketing Automation.

The question is, will you embrace and take advantage of this movement before your competitors do?

The line between marketing and IT is increasingly becoming blurred in many organizations, at least in respect to marketing operations and technology.

A Fortune 500 example of such a transformation comes from  Mayur Gupta, Global Head of Marketing Technology & Innovation for Kimberly-Clark.  As the marketing technology leader for a 22 billion dollar manufacturer of paper products, Gupta sits at the intersection between marketing and technology. Read More →