Marketers that invest in marketing automation should expect their roles to change, leaving behind the “art” that has been their stock in trade for one that is intensely scientific and analytical. Investing in marketing automation technology and its measurement capabilities has essentially changed marketing from a right-brain to a left-brain profession.
“Marketing is evolving in many ways; and, with the explosion of new channels, applications and social media, there is a greater need to get a complete view of the buyer,” said Paul Teshima, senior VP-product management at marketing automation software company Eloqua.
These are changes rooted not in technology, but in accountability, Teshima said.
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