Aetna MTO: Integrate marketing technology into enterprise

Marketing technology needs to be incorporated with other internal systems within an organization to become effective, Joseph Kurian, head of marketing technology and innovation at Aetna, said this week at the Martech conference in San Francisco, reported Marketing Land. Stressing that marketing "cannot exist in a silo," Kurian described how to grow the role of marketing technology in their companies, emphasizing that executive level buy-in is key to success. Because marketing heavily relies on technology, he said, "We should control [our] budget and ... our future." Article