The Rise of the Martech!
What is the role of a chief marketing technologist?
Short version: a chief marketing technologist (CMT) is the person responsible for leading an organization’s marketing technology.
A company may or may not be a “technology” business, but in today’s world it needs to deftly leverage technology in its marketing to:
- optimize its marketing strategy and tactics;
- interface with its audience through digital channels.
In a wired world, marketing must be technology-savvy for a business to compete.
This parallels another movement in the enterprise, which is to elevate “marketing” beyond a function isolated in a specific department — e.g., throw it over the wall to marketing and back again — into a broader organizational capability. Marketing needs to be about continual growth and innovation, and that marketing-driven mission needs to permeate all areas of the business.
Marketing technology as a coordinating device is designed to organize and optimize the planning, execution, and analysis of everything marketing does — to process-ize it, measure it, improve it, and accelerate its clockspeed. Examples include :
- web analytics;
- business intelligence;
- customer relationship management;
- campaign management;
- competitive intelligence;
- sales force automation;
- digital asset management;
- content management;
- marketing/sales dashboards;
- marketing resource management;
- enterprise marketing management;
Marketing technology as a product is the embodiment of marketing principles into the product or service itself — such as e-commerce experiences in online stores. This is common in technology companies and pure Internet businesses, but increasingly firms in other spaces are offering complementary digital services as a competitive advantage as well.