Marketers aren’t the only ones involved in marketing. That’s IBM’s thinking.
“This is reflective of a few important things that we recognized in business,” said Jay Henderson, strategy director for IBM Smarter Commerce, who talked to CMSWire in a phone interview from Tampa this week. “EMM was really focused around the discipline of marketing … But the discipline of marketing is changing. It isn’t just the responsibility of marketers. There’s sales and customer service, which are all engaging with customers.”