BENGALURU: IBM expects marketing of technology services to become more performance-oriented as it sees increasing use of artificial intelligence (AI) and blockchain-based platforms. The company is working on a pilot project using blockchain to effectively use every dollar spent in marketing and reduce middlemen in marketing activities, Michelle Peluso, chief marketing officer at IBM, said in an interview. IT services companies across the globe have seen a shift in types of work contracts with majority of their customers opting for outcome-based deals as against long-term and high-value ones. This has prompted companies such as IBM, Accenture, TCS, Infosys and others re-structure their focus on sales and marketing. The IBM marketing leader believes the role of CMO has changed to make make more data analytics driven decision and focus on more one-toone engagement than year-long marketing campaigns.