Three years ago, Gartner predicted that by 2017, CMOs would spend more on IT than their counterpart CIOs. Fast-forward to 2015; we are more than halfway there and can already bear witness to the shift in focus to the Chief Marketing Officer as the advocate and purchaser of technology of the future. The role of the CMO has evolved from a traditional and tactical approach based on simple data capture and inefficient targeted campaigns to performance-led strategies based on rich data insights and measurement of business impact.