Picture credit: Pam Broviak/Flickr

In the past, apart from running the odd complex database query to create target lists, it was unnecessary for marketers to understand how technology platforms worked. The CRM and ERP systems and processes in place were adequate for the marketers’ needs.

With the rise of social media and digital marketing, CMOs are turning to cloud technologies with agile and cost effective CRM systems that enhance customer satisfaction, automate...