New Role? Chief Marketing Technologist

Strategic Alignment
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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, wi... Sign up

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

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

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

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

Michael Melvill

Why 'marketing'?

Agree... But with a caveat... I suggest to remover marketing in: - 'Aligning marketing techn... Sign up

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

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

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

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

Zahid asghar

Chief Marketing Technologist

Useful discussion thanks. CMT has to take a leadership role within organization to meet top and bott... Sign up

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

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

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


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