
Defining a Chief Marketing Technologist
A chief marketing technologist is someone who understands the needs of marketing and the resources and limitations of information technology.
According to the Gartner report:
“As marketing better understands the workflow and needs of the marketing team, it can assess the extent to which individual technologies can overcome inefficiencies and allow for improvements. As IT better understands existing technology structures and interdependencies, they can recognize and overcome integration, scale and other operational and implementation challenges.”
Therefore, a chief marketing technologist needs to understand the objectives of a marketing initiative. This technologist also needs to understand the resources and budget of an IT department.
This technologist must be the champion of new initiatives. These initiatives involve working with the IT team to build the foundation and leading the marketing team to take bold steps.
When there is a CRM update or a new application, this technologist must have a strong technical history to discern what’s working.
Unlike chief marketing officers, they are more balanced and not too focused on the creative side of marketing. Therefore, the chief marketing technologist is not just an extra marketing position. It is a necessity!
Martech Impediments
With this new collaboration of marketing and IT, what is necessary to achieve success in marketing technology (or martech)?
The Gartner report offers an answer:
The low investment in recruitment, training and improvement of existing martech talents, the low integration between marketing technology solutions in companies and the lack of construction of clear use cases for martech slow down the area and should be worked on for the company integration to occur.
Marketing and Technology Work Together
Channels and online ads have evolved dramatically with the rise of smartphones and social media. In this context, analytics, automation, digital engagement, and content management are some areas in which technology is part of everyday marketing.
Almost all platforms in these areas have a technical interface for management and analysis, which requires training even for people with computer skills. However, the resulting data and tools are outside the traditional field of IT concerns, which requires the marketing knowledge.
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