Automation and self-serve processes for paid search and display ad buys will become the only way to realize the full potential of online advertising. It will cut marketing and advertising costs for those using the tools and move more of the billions of advertising dollars online. Tech companies need to develop these tools for buying audience target segments, too.

If Marketo's Chief Executive Officer Phil Fernandez has his way, CMOs will have tools to sit down at the table with CEOs and predict quarterly revenue based on marketing budgets. He thinks his company, Marketo, has developed software that can turn marketing into a profit rather than cost center.