How IT Plays a Greater Role in Marketing
The line between marketing and IT continues to blur, according to a recent survey from Ifbyphone, which specializes in voice-based marketing automation solutions. Credit the very top of the corporate chain for this development: CEOs are asking for "more, more, more" when it comes to data that accurately captures marketing's impact on business. Given this, marketing departments are hiring more full-time tech positions, spurring the emergence of what's called a "growth hacker": a professional who brings to the table marketing, product and tech experience and skills. "This reflects the innovation that is taking place in marketing measurement and the rapid pace of evolving measurement strategies," says Irv Shapiro, CEO of Ifbyphone. "It's clear that growth hackers are championing innovative ways to measure marketing. [As a result], marketing leaders can take credit directly for revenue and new customers, and confidently answer the CEO's tough ROI questions." More than 400 marketing executives took part in the research.