With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the way they allocate, optimize, and justify spend. Functional marketing silos are being imploded and tightly connected for improved collaboration, integration, workflow, and use of critical data using advanced marketing automation platforms.

Today's chief marketers are challenged to staff and resource digital marketing programs, integrate offline and online campaigns, and unify disparate marketing functions. More importantly, they have to be effective at making a business case to management on how digital marketing investment and migration will drive business performance, increase customer lifetime value and retention, as well as create more adept and adaptive organizations.