As the number of martech companies putting out their shingles hits critical mass, many marketers are taking a look at how they can organize their teams to make the most of their martech stacks.
For Shiva Mirhosseini, vice president of marketing technology and digital experience at health insurance giant Aetna, it’s about helping the teams to form the perfect working partnership, or “marriage” as she puts it.
Mirhosseini will be giving a keynote speech at our Martech Conference in Boston about the convergence of marketing and sales technology in early October.
When asked if her marketing and sales teams were too siloed, Mirhosseini said that silos aren’t the issue.
“I don’t know if it’s about combining the silos or that they shouldn’t exist,” Mirhosseini said. “I mean, there’s a reason why things exist and you can’t forcefeed any particular organizational structure. I think the bigger question is less around the structure, but it’s more around incentives.”
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