Last year, Gartner predicted that CMOs would spend more on technology than CIOs by the year 2017.

A point that has since been validated by recent startup acquisitions, IPOs and funding in the marketing software industry.

On October 22, 2013 four leading marketing tech CEOs from around the Bay Area gathered to talk about their experiences selling to the CMO, debate the rise in marketing tech budget and explain how companies can set themselves up for success.

Here’s a quick recap of what went down once the gloves came off…

THE “SHIFT” IN BUDGET FROM THE CIO TO CMO IS NOT REALLY A SHIFT.

CMOs are rapidly gaining budget because new digital tools are making it easier for them to prove ROI on their spends. Trackable, data-driven tools are increasing transparency into what channels and messages work.

CLOUD SOFTWARE IS DEMOCRATIZING THE MARKETING VENDOR SPACE.

Cloud software is making it easier for startups to quickly deploy solutions, and therefore, it’s very easy for in-house marketers to try many different tools and evaluate them. The bottom line: you can get in relatively easy, but your product must be rock solid to keep its place in the CMOs tech mix.

COMPLEX MARKETING SALES REQUIRE BUY-IN FROM THE CIO.

Even though the cloud makes it easier to sell to the CMO, marketing software sales that span a large enterprise usually require buy-in from the IT department as well.

INTEGRATING POINT-BASED MARKETING SOLUTIONS IS THE NEXT BIG OPPORTUNITY.

The next wave of truly disruptive solutions will integrate data from all tools – social, automation, email, events and more – into one, easy-to-understand platform.

THE BEST COMPANIES DON’T COMPETE.

Capitalism isn’t about competition, it’s about gaining capital. Those companies that are the only force in their particular market segment usually win the battle.

With 150+ entrepreneurs, marketers, and press in attendance, the room was abuzz with conversation and debate.

To join the battle, tweet using #BFMC.