As marketing organizations play a larger role in strategic planning and marketing innovation, campaigns need to be delivered significantly faster. To accommodate the pace of change, marketers need to use solutions built on a highly flexible online delivery platform, such as the cloud. In addition to faster delivery and more flexibility, solutions in the cloud help marketing reduce large capital expenditures and have stronger control of IT investments. Progressive marketing organizations should be quicker to adapt to cloud technologies for typical processes such as attracting, engaging, nurturing and converting customers. These same organizations will also require staff that have strong digital marketing skills sets to keep pace with customers already doing everything online - shopping, banking, investing, ordering services, etc.