Dimensional Marketing: Rethinking The "How" In Customer Acquisition

"We are seeing marketing hit the era of transformation, just like we have seen in supply chain and sales," Briggs said.

He said over the next year CIOs will work more closely with Chief Marketing Officers to put the customer at the center of a holistic advertising campaign that involves mobile, social, web, and dynamic video. This method differs, Briggs said, from making marketing simply a function of just the sales force.

"Marketing is the new battleground for bringing together front-end sales and backend intelligence," Briggs said. "You are seeing massive acquisitions and investments from all the big software providers to be relevant in this next-generation Omni-channel approach to marketing that includes content development, customer analytics, and commerce initiatives."