New technologies have created many new types of marketing and have increased the relative importance of marketing activities within (global) corporations. Marketing however has not been subject to the same levels of accountability found in other domains, such as Production. The easy ride for Marketing is now set to end, however, as CEOs increase pressure on CMOs to show greater responsibility for their revenue performance. Adding to this pressure are rapidly evolving marketing challenges such as globalization, online media distribution, process-based organization, and cross-channel communication.

These developments will mean CMOs and CIOs have to work together in new ways to establish a common roadmap for responding to new pressures. A core element of this new alliance will be the integration of a DAM platform into Marketing's infrastructure.

To find out why CIOs are increasingly interested in DAM, read our new White Paper and tune in to our webinar on the 10th of November.