New Role? Chief Marketing Technologist

Strategic Alignment
Knowledge Center

Jaap de Jonge
Editor, Netherlands

New Role? Chief Marketing Technologist

According to Scott Brinker and Laura McLellan (2014), marketing is increasingly becoming a technology dependent function in business.
Research firm Gartner predicts that by 2017 a company's Chief Marketing Officer will be spending more on technology than its Chief Information Officer.
IT has become crucial to marketing and businesses. And there are already more than 1,000 marketing software providers worldwide ranging from CRM, content management, and marketing automation to specialized solutions for social media management, content marketing and customer facing apps.

That's why the authors suggest a new type of specialized executive: The Chief Marketing Technologist.
A job description of Chief Marketing Technologist typically includes:
- ALIGNING marketing technology with business goals
- Serving as a LIAISON to IT (between the CMO and CIO)
Source: Brinker, S. and McLellan, L. "The Rise of the Chief Marketing Technologist", HBR July-August 2014, pp.82-85.

>> Do you agree that IT has become crucial in marketing?
>> Should all major companies appoint a CMT?

  vincenzo de vera
Manager, Italy

Need for Marketing Technologist

I agree absolutely. It is a very important role, especially in medium to big organized companies, with marketing often h...

Teacher, Netherlands

Technology Dependency of Marketing

I agree that marketing will become more technology-dependent as ever before. But this won't be an exception for marketin...

  Alan Kennedy, Canada

CMT Further Evidence of the Strategy System

Nothing surprising in Brinker & McLellan's description of the emergence of the role. Big Data and marketing are now inse...

  john 18
Consultant, Singapore

Chief Marketing Technologist Reports to CMO

The coining of CMT is by itself a subset of Chief Marketing Officer? In brief, using the job scope as an example (see ab...

  Cintler Santos
CxO / Board, Brazil

Marketing Technologist

I totally agree and it's clear that in a close future this function will be inevitable for companies....

  Michael Melvill

Why 'marketing'?

Agree... But with a caveat... I suggest to remover marketing in: - 'Aligning marketing technology with business ...

  Latif Salifu Kasim
Entrepreneur, Ghana

So Many Changes in Marketing Due to Technolgiy

I totally agree. In today's marketing activities, all aspects of the 7Ps are impacted heavily by technology such as the ...

  Javier Elenes
Business Consultant, Mexico

Why are we as Managing Director Paid?

What are we as Managing Director paid for? We are paid to build a FUTURE for our company, generating VALUE (Market Value...

  K.Narayana Moorthy
HR Consultant, India

Marketing Becoming Technology Oriented

One of the major things happening is companies are looking forward is, that their marketing plans are more tech-based ap...

  Jaap de Jonge
Editor, Netherlands

A Paradox for the Chief Marketing Technologist

Thanks all for your reactions so far. We seem to agree that a special role is needed to lead and accelerate their firms...

  Zahid asghar

Chief Marketing Technologist

Useful discussion thanks. CMT has to take a leadership role within organization to meet top and bottom lines. Hence the ...

  Dilip Khanal
CEO, Nepal

CMT Could Be a Part of Effective Marketing Team

The discussion has so far placed high importance on the CMT. I view technology differently. Technology is a means, not t...

  K.Narayana Moorthy
HR Consultant, India

Marketing Becoing More Technology Oriented

Today IT has become crucial. Marketing is full of managing technology; understanding cross-channel interaction; deliveri...

  Ken Gordon
Strategy Consultant, United Kingdom

New Role? Chief Marketing Technologist

What is in a name? A great deal as it goes. A review of Venkatraman's Strategic Alignment model allows insight into the ...


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