Performance and integration: The foundation of marketing technology stack success

Over the past four years, the role of chief marketing officers has changed. Once, CMOs led small silos that focused on growing business impact across paid media channels. Now, CMOs are increasingly being asked to manage company impact and growth across an array of owned digital media and customer relationship channels -- with robust budgets to match. While the breadth of technology continues to grow, separate tools themselves do not necessarily equate success. Budgets for marketers are slowly climbing, and responsibilities are broadening, according to Gartner's 2016-2017 CMO Spend Survey.