Foundation Capital Releases New Paper on Marketing Technology and the Decade of the CMO

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Predicts that Marketing Technology Spend Will Grow to $120 Billion by 2025

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Marketing is increasingly becoming a technical discipline. It is shifting from an area where ROI has traditionally been murky to a new role dominated by the fusion of creativity, data, and technology.

In the past few decades, CFOs, VPs of sales, and CIOs have each harnessed technology to achieve greater impact and influence in the enterprise. Now, as dramatic shifts in buyer behavior are being matched by equally significant shifts in marketing technology advances, it is the CMO’s turn to take the reins and lead the digital charge.

In a new paper released today, “MarTech and the Decade of the CMO: How the Software Revolution Will Grow 10x in 10 Years,” Foundation Capital General Partner Ashu Garg illustrates the trends that will lead marketing technology spend to grow from $12 billion to $120 billion in the next ten years - elevating the CMO in both power and responsibility, and making this the ‘Decade of the CMO’.

“Marketing is increasingly becoming a technical discipline,” said Ashu Garg, general partner at Foundation Capital and author of the report. “It is shifting from an area where ROI has traditionally been murky to a new role dominated by the fusion of creativity, data, and technology. With more spending on technology and data, and more knowledge of consumers, the CMO will have more responsibility for generating revenue. CMOs will need to think strategically like CEOs, invest in technology like CIOs, and take more responsibility than ever before. In turn, this will create a huge opportunity for new players in the space.”

Key topics covered in “MarTech and the Decade of the CMO: How the Software Revolution Will Grow 10x in 10 Years”:
●    3 major C-suite shifts that will have marketers owning greater leadership across the company, including changing CEO priorities and fluctuating budgets.
●    Case studies and direct testimonials from some of the biggest brands and most influential marketing executives in the industry.
●    5 keys to unlocking a new era of marketing for both CMOs and start-ups, such as being able to achieve mass personalization, measure ROI, and disseminate authentic content at unprecedented scale.
●    The best technology driven marketing companies emerging today, by segment.

To download the full paper, please visit:

About Ashu Garg
Ashu Garg is a general partner at Foundation Capital, focusing on startups in Marketing Technology (MarTech), Analytics, and SaaS applications. He currently serves on the board of directors of TubeMogul, Localytics, Conviva, ZeroStack, AdRise,,, and TreeHouse. Ashu was also closely involved with Aggregate Knowledge (acquired by Neustar in 2013), FreeWheel (acquired by Comcast in 2014), and SpotZot (acquired by Vlassis in 2015).

Before joining Foundation Capital in 2008, Ashu was the General Manager for Microsoft’s On-line Advertising business where he ran Ad Ops and Yield Management; previously, he led Field Marketing
for Microsoft’s software business. Ashu also worked for McKinsey & Company, Cadence Design Systems, and Unilever. Ashu founded, a local search engine based in India.

Ashu has lived in India, Nigeria, the Sudan, and today makes his home in California with his wife, Pooja (an entrepreneur in her own right) and their two sons.

Find him on LinkedIn (, and connect with him on Twitter @ashugarg.

About Foundation Capital
Foundation Capital is dedicated to the proposition that one entrepreneur's idea, with the right support, can become a business that changes the world. Foundation Capital has helped companies like Lending Club change the way money is lent and borrowed, EnerNOC invent the energy demand response market, and Netflix revolutionize media distribution and consumption, among many others. Foundation Capital is currently invested in more than 60 high-growth ventures in the areas of consumer, information technology, software, semiconductors, and clean technology including Beepi, BoardVantage, Chegg, Coverity, DogVacay, Kik, ForgeRock, Lending Home, Simply Hired, Spoon Rocket, Sunrun, and Venafi. Foundation Capital's twenty-five IPOs include Lending Club, OnDeck, MobileIron, Control4, TubeMogul, Envestnet, Financial Engines, Netflix, NetZero, Responsys and Silver Spring Networks. For more information, visit

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