Michelle Trout

Every place in an organization is touched more or less by technology. However, the rapid increase in spend by CMO’s is creating a new dynamic—CMOs will be buying more technology than CIOs over the next 18 months. Whether it’s internal technology for collecting data to measure campaign effectiveness, or external startup that will help build brand awareness, the digital transformation of marketing is here to stay. Procurement can drive this shift by serving as a bridge between marketing and IT, becoming more aware of technology platform that will change marketing and even pitch these new suppliers to marketing. This panel will run through some of the factors driving martech, including:

• Understand the delineation between IT and Marketing- who owns the relationship, and who does the buying?
• Breaking down the silos between Marketing, IT and Procurement to add value
• What does an optimal contract for a marketing technology startup look like?
• Tools for applying big data business analytics to marketing procurement
• Getting ahead of the marketing team by identifying new technologies before they do
• Does the amount of interconnection between the martech and the internal IT network play a role?
• Incentivizing marketing to use IT and IT sourcing to source suppliers