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Marketing technology remains a house divided

Tom Kaneshige | April 6, 2015
Marketers and techies working together have the power to change the destiny of their companies. First, though, they must overcome the great divide between the groups -- a gap that was apparent in two conferences in San Francisco over the past couple of weeks.

Speakers rallied around the theme of marketing technologists exerting control in a hyperactive market. Joseph Kurian, head of marketing technology and innovation at Aetna, laid out keys to success, which includes owning the marketing tech budget.

In what's become a tech conference's signature trait, presenters threw up slides cluttered with small print and detailed diagrams -- virtually unreadable by most in the subdued audience.

Then social-selling expert Rowley took the stage and gave the same presentation at Martech as she gave at Advocamp. In striking contrast with previous speakers, Rowley offered the viewpoint of salespeople and marketers faced with reinventing themselves in the age of social networking and marketing tech. At Advocamp, Rowley's passionate message was received with cheers; at Martech, an attendee and his friends made fun of her sales presentation style.

So goes IT and marketing's cultural divide.

 

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