Leading Through Disruption

MarTech – The digital crossroads to the future


fireside chat IAB

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IT and marketing execs - A virtuous synergy for business growth


According to Gartner’s data, 26% of enterprise marketing budgets are being allocated toward martech. Martech isn't just another buzz word from the tech glossary of Silicon Valley, it's a powerful digital bridge to make teams from IT and Marketing collaborate and boost business growth with a data-driven approach.

This was the topic of our most recent fireside chat, “Martech – The Digital Crossroads to the Future: IT and Marketing Execs - A Virtuous Synergy for Business Growth” in our new series, Leading Through Disruption.

During this rich conversation, Sergio Amati, General Manager at IAB, Italy and Mauro Aprile Zanetti, Cloud4Wi’s Chief Evangelist discussed the meaning of digital transformation for corporations, which can be enhanced only if a cultural paradigm shift is embraced.

Watch the recording to learn:

  • How IT and marketing teams can leverage martech to enhance performance and boost business growth.
  • How improving martech culture within corporations, agencies, and technology providers is key to success. 
  • How IAB is supporting the process. 



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