New Delhi, Jan. 22 -- Many decades ago, the accounts function was integrated into Marketing by creating a "Marketing Accounts" role. Times have changed and so there's a need for a new role. Today, there is a need to create a "Marketing IT" role to integrate Information Technology into Marketing.

Because the surest way to boost your Marketing ROI is by making "technology adoption" a priority for your Marketing Dept. Does this actually work? Yes, because you can only improve what you can measure and bring IT into Marketing is sure to bring measurement.

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