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
- 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?