We are at the forefront of a new movement for the CMO — where technology and software will revolutionize the work of marketers everywhere. For entrepreneurs this will make for a massive opportunity to innovate on a global scale and transform the function of marketing into a technical discipline for CMOs and their teams worldwide. And whether a brand is a traditional or digital one, it's clear that the tools and skill sets they will need are poised to evolve faster than ever before. So much so, that we expect CMO's overall spend on technology to increase from $12 billion to $120 billion in the next ten years.

Expending resources, guesstimating results, and hoping for the best?
That’s all in marketing's rear view mirror.

Technology is giving CMOs the tools they need to do more, and do it more effectively –whether they bring that capability in house or hire an agency to manage it. This includes buying media more programmatically, optimizing advertising creative, as well as placement and audience targeting —all while measuring results in near-real time. And companies like TubeMogul, AdRoll, and Localytics are helping to make it all happen.
Marketers should view these new platforms and activations not as campaign tactics but as elements of a constantly evolving strategy. Beyond delivering the most creative advertising, marketers will need to broadly apply this increasingly powerful, highly technical version of marketing in order to deliver the best business results possible.

Doug Milliken, VP of Global Brand Development at Clorox says it best,
"Marketing is a technical discipline now. We have to re-frame things we have been doing for 100 years."