Keeping Up with Marketing Tech's Rapid Growth Is Tough on Brands - eMarketer
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eMarketer Interview

Keeping Up with Marketing Tech's Rapid Growth Is Tough on Brands

Preview from eMarketer PRO

An interview with

Tip Rose

Vice President, Enterprise Digital Marketing, Cardinal Health

Interview summary

For large organizations, staying on top of fast-paced marketing tech changes can be a challenge, largely because implementing, integrating and optimizing solutions takes time and manpower. Tip Rose, vice president of enterprise digital marketing at healthcare supply chain Cardinal Health, spoke with eMarketer’s Maria Minsker about how the company manages its marketing stack and braces for changes.

Interview

eMarketer: How has the role of marketing technology evolved at your organization over the past year?

Tip Rose: It has changed quite considerably. It’s gone from being an afterthought to being in the forefront of how we think about marketing and engaging our customers. We’ve seen a lot of aggregation in the space, which has led to deeper partnerships with core marketing technology suppliers as opposed to a fragmented approach.