New Role? Chief Marketing Technologist

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)
- Evaluating and CHOOSING TECHNOLOGY PROVIDERS
- Helping craft new DIGITAL BUSINESS MODELS
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?

		Comments Sort by date Sort by rating Rating
		1 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, wi... Sign up

		2 Korenhof Teacher, Netherlands
	Technology Dependency of Marketing I agree that marketing will become more technology-dependent as ever before. But this won't be an ex... Sign up

		2 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 ma... Sign up

		1 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 a... Sign up

		0 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... Sign up

		1 Michael Melvill Analyst
	Why 'marketing'? Agree... But with a caveat... I suggest to remover marketing in: - 'Aligning marketing techn... Sign up

		2 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 tec... Sign up

		1 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... Sign up

		-1 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 ar... Sign up

		1 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 acc... Sign up

		0 Zahid asghar Consultant
	Chief Marketing Technologist Useful discussion thanks. CMT has to take a leadership role within organization to meet top and bott... Sign up

		2 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. Technolo... Sign up

		0 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 i... Sign up

		1 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 allo... Sign up