The Rise of the Martech!

Who is a chief marketing technologist?

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.

Excellent article continues at chiefmartec.com