Technology has transformed marketing into a technical discipline as much as a creative one. The number of marketing technology startups has increased from 150 in 2011 to nearly 4,000 in early 2016. And we expect technology spend by CMOs to increase 10x in 10 Years from $12 billion to $120 billion. It’s an amazing time to be a marketer.
But with the landscape changing as quickly and dramatically as it has, it’s also a challenging moment. Which is why, one year ago, we published “MarTech and the Decade of the CMO,” a whitepaper that was written with the aim of helping marketers to navigate the complex terrain that is marketing today.
In the paper, we enumerated the “5 Keys to the Decade of the CMO”––organizing principles to help marketers identify the technology that will be paramount to solving their business objectives. I stand by each of those 5 keys; but now, taking into account shifts in marketing over just the past year, I believe the framework needs an additional component: video. Because today it’s the digital video revolution that will be the next defining moment in the decade of the CMO.
And so, without further ado, I give you The 6th Key to unlocking the Decade of the CMO.
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