New Role? Chief Marketing Technologist


 
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New Role? Chief Marketing Technologist
Jaap de Jonge, CEO, Netherlands, Editor
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
 

 
Need for Marketing Technologist
vincenzo de vera, Manager, Italy, Member
I agree absolutely. It is a very important role, especially in medium to big organized companies, with marketing often having to be more IT oriented a...
 

 
Technology Dependency of Marketing
Korenhof, Teacher, Netherlands, Member
I agree that marketing will become more technology-dependent as ever before. But this won't be an exception for marketing.
Many more activities t...
 

 
CMT Further Evidence of the Strategy System
Alan Kennedy
Nothing surprising in Brinker & McLellan's description of the emergence of the role. Big Data and marketing are now inseparable.
As for the 2nd q...
 

 
Chief Marketing Technologist Reports to CMO
john 18, Consultant, Singapore, Member
The coining of CMT is by itself a subset of Chief Marketing Officer? In brief, using the job scope as an example (see above):
Aligning & liaison:...
 

 
Marketing Technologist
Cintler Santos, CxO / Board, Brazil, Member
I totally agree and it's clear that in a close future this function will be inevitable for companies....
 

 
Why 'marketing'?
Michael Melvill, Analyst, Member
Agree... But with a caveat... I suggest to remover marketing in:
- 'Aligning marketing technology with business goals'....
 

 
So Many Changes in Marketing Due to Technolgiy
Latif Salifu Kasim, Entrepreneur, Ghana, Member
I totally agree. In today's marketing activities, all aspects of the 7Ps are impacted heavily by technolog...
 

 
Why are we as Managing Director Paid?
Javier Elenes, Business Consultant, Mexico, Member
What are we as Managing Director paid for? We are paid to build a FUTURE for our company, generating VALUE (Market Value and Economical Value)
Be...
 

 
Marketing Becoming Technology Oriented
K.Narayana Moorthy, HR Consultant, India, Member
One of the major things happening is companies are looking forward is, that their marketing plans are more tech-based approach. Tech-based marketing t...
 

 
A Paradox for the Chief Marketing Technologist
Jaap de Jonge, CEO, Netherlands, Editor
Thanks all for your reactions so far. We seem to agree that a special role is needed to lead and accelerate their firms to capture the many rich busi...
 

 
Chief Marketing Technologist
Zahid asghar, Consultant, Member
Useful discussion thanks. CMT has to take a leadership role within organization to meet top and bottom lines. Hence the role besides above things also...
 

 
CMT Could Be a Part of Effective Marketing Team
Dilip Khanal, CEO, Nepal, Member
The discussion has so far placed high importance on the CMT. I view technology differently. Technology is a means, not the business itself. Yes, techn...
 

 
Marketing Becoing More Technology Oriented
K.Narayana Moorthy, HR Consultant, India, Member
Today IT has become crucial. Marketing is full of managing technology; understanding cross-channel interaction; delivering co-ordinated multi-channel ...
 

 
New Role? Chief Marketing Technologist
Ken Gordon MBA PMP, Strategy Consultant, United Kingdom, SIG Leader
What is in a name? A great deal as it goes. A review of Venkatraman's Strategic Alignment model...
 

 
 


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2018 12manage - The Executive Fast Track. V14.1 - Last updated: 19-10-2018. All names of their owners.