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Technology is often defined as a valuable firm resource particularly relative to marketing functions in the organization (Barua, Kriebel, & Mukhopadhyay, 1995; Bharadwaj, 2000; Christensen, Johnson, & Rigby, 2002). When resources are customized to match a marketing strategy, they become firm specific, and thus central to firm performance. Marketing employees also may be defined as an essential resource, in the context of key marketing activities that need to be accomplished (Barney, 1986, 2001; Coff, 2002; Dess & Picken, 1999). Because both employees and technology play key roles, we ground this study in the resource-based view (RBV) of the firm (Barney, 1991, 2001; Peteraf, 1993; Wernerfelt, 1984).