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Digital media and smart devices are now deeply embedded in our everyday lives. Sales and marketing professionals who want to reach out to customers on their own terms therefore need both a deep understanding of technology and the ability to exploit it.
Our survey of 50 sales leaders and 34 marketing executives found that the former are especially confident that they will have more control over technology in future. Collectively, sales and marketing are confident in their ability to manage technology themselves. However, they nevertheless recognise the need for collaboration with IT.
This report, sponsored by Oracle, explores how and why the two departments are taking control of technology, and features in-depth interviews with:
-Kirsty Andrew, head of sales, Cosworth
-Matteo Battaini, vice president of global marketing, Pirelli
-Thomas Brown, associate director of research and insights, Chartered Institute of Marketing
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