Today's technologies have come a long way from green-bar printouts, spreadsheets, bulky calculators, and slow-speed modems. High-tech tools are creating more value and intelligence from ever-increasing data and analytics -- and with a good ROI.
When technologies first arrived at companies, the IT department generally oversaw and managed the software, hardware, systems, and programming for all departments – including marketing.
With increased complexities and the need for fast updates and upgrades to meet specific challenges and opportunities, marketers are finding that they are better off having their own Chief Technologist. According to Gartner, nearly eight out of ten organizations now have the equivalent of a Chief Marketing Technologist (CMT) and over seven out of ten CMTs report directly to the marketing department.
New technology-related strategies and processes, such as marketing automation, CRM, web analytics, and SEO auditing, require that marketers master their own technology. For this, the marketing department needs a Chief Marketing Technologist who can interface with other C-level functions and bridge the gap with IT.
Six Reasons for a Chief Marketing Technologist
- Agility: Having technology and effectively using it are not the same; for example, to get the most from marketing automation or a CRM system, a marketer needs to know how the technology system works so he/she can adapt the technology to all marketing needs.
- Speed: The internet, social networking, data communications, and other techniques provide opportunities for marketers to respond quickly. This response is best achieved by someone in marketing – a technologist to handle the technical aspects of agile marketing faster than IT could and without possible misunderstandings between marketing and IT on what is to be done.
- Costs: Being responsible for and controlling marketing's technologies, the CMT can budget according to marketing's technical needs. By contrast, IT's priorities for various departments served may not be in line with a given department's requirements.
- Marketing's destiny and a company's success: Because digital is transforming both marketing and business, marketing and technology are becoming intertwined. The results: technology takes over marketing and marketing dominates business.
- Data quality: Marketing, sales, and other functions depend on up-to-date, clean, and complete data. It is important that marketing, which initially enters leads, be aware of what happens to the data provided to sales.
- Customers are using technology, too, researching online for information before talking with a sales rep. This requires that marketing be more involved with sales in the overall lead-to-sale process.
Responsibilities of the Chief Marketing Technologist
- Consult with and update the CMO about marketing strategies and technologies.
- Train the marketing team to get the most from marketing technology, relative to marketing and its relationship with sales, customer service, and IT.
- Work with other C-level functions to assure that all of their company's technologies integrate satisfactorily.
- Work with IT to assure that marketing's technologies comply with IT's standards.
Qualifications for the Chief Marketing Technologist
- Beyond accomplishing a company's marketing mission, have a zeal for how technology can help to achieve marketing's goals.
- Have a working knowledge of technologies.
- Have good interactions with company officers, especially with IT.
- Be able to manage projects and teams.
If you would like additional resources on how marketing can be the master of its destiny and, in turn, your business as a whole, please contact us at 800-897-9807, x224.