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Author: Kieran Kilmartin
I am the Marketing Director EMEA & India for Pitney Bowes Software. I have over 25 years' experience working in IT sales & marketing, predominantly within the enterprise software sector. In recent years I have focused on the BPM and CRM space, and the intersection of these two approaches to managing businesses and managing customers' interactions with those businesses. Some of the companies I have worked for in the past include ACT Logsys, Sybase, Oracle, Mediasurface, Staffware and TIBCO.
After decades of fighting the image of being a ‘fluffy’ cost centre, the marketing function is finally escaping the long-held mis-perception of being all about ‘creative’ with an inability to prove measurable impact on the bottom line.
The growing importance of the Chief Marketing Officer, especially in business-to-consumer organisations, is the strongest indication yet of this continued professionalisation within the function.