“The marketing orientation is quite mixed,” Vancil said. “Then to add to the complexity, the channels are expanding. There are a lot of marketing decisions to make as we decide how to get the message in the right format and in the right shape to the person we are targeting. It is a very complex issue for marketers and salespeople.”
Vancil said that in time, tech marketing will get much more personal. “The path toward personalization starts with centralization and consolidation of marketing processes, tools and content,” he said. “We are getting more personalized with information about the customer, but we are getting more centralized in the creation of that content.”
He pointed to Hewlett-Packard Co.'s enterprise business, which is centralizing its content creation and moving it from the field to corporate marketing.
“In the past, 90% of their content creation was in the field, but now only 20% of it is in the field,” he said. “We all have to think about greater centralization and consolidation of tools.”