Understanding the marketing technologist

Acquisitions in the CRM space by larger vendors, the accelerating investment in cloud applications, and the evolving decision dynamics for cloud applications are changing the decision making process for marketing investment, as well as its influencers. Although the marketing technologist is far from a C-level position, it plays an important role in the presales cycle and requires vendors to rethink their traditional lead nurturing and sales efforts. In a recent study, Nucleus found 60 percent of cloud application investment decisions are made at the departmental level, and respondents indicated that IT played a role as influencer in fewer than 20 percent of purchase decisions.