By Sue Brady
In the last year or so, I’ve been hearing more about a new title that’s hitting the C-suite: Chief Marketing Technologist. I actually came across an old article from 2010 where Scott Brinker talked about this hybrid role. And that got me to thinking about why this role is being talked about so much now, and what type of job it entails. I was shocked to read that in 2013, 81% of large companies had this position! No wonder it’s being talked about. It’s a widespread role among big companies!
The bottom line is, marketing technology has gotten more sophisticated and increasingly critical over time. Someone needs to be dedicated to evaluating the field of products and choosing the right solution for Marketing, and then continuing to make recommendations for updates or changes as their business evolves.
Here’s just some of the marketing technologies that many companies consider to be a necessity:
- Customer Relationship Management (CRM) systems automate your sales lead management and track your sales by scheduling and sending out emails, prompting the sales team when it’s time to make a call, tracking customer revenue and more. They are generally focused on lead management from a sales perspective. This type of system generally sits with Sales, and salesforce.com is a example.
- Marketing Automation Systems focus on lead management. They can be used to manage marketing campaigns, aid in landing page development, testing automation, tracking online visitors. To be fair, there is some overlap with CRM systems, because marketing automation systems also manage leads. And in fact, some consider Marketing Automation tools to be a segment of CRM. Automation systems have more sophisticated lead nurturing capabilities, from modeling to lead scoring and are focused on Marketing. Marketo and Silverpop fall into this space.
- Content Management Systems (CMS) organize and automate your content. A CMS can drive which website visitors see what content. It can help your content producers organize and reuse existing content on your website, blogs, landing pages and ads. Examples are HubSpot and WordPress.
So what exactly does the Chief Marketing Technologist do? Scott Brinker outlined three main areas back in that article from 2010 and I’d guess they haven’t really changed:
- The CMT helps the CMO translate strategy into technology and technology into strategy. It’s sort of the high level version of the project manager who translates marketing needs into technical requirements.
- The CMT ties together the marketing, technology and data to find the commonalities between them. That means the CMT can start making use of all that ‘big data’ that everyone is talking about.
- The CMT helps technology permeate the marketing department and make the department run smoother, more efficiently, and more productively.
Sounds like a critical role every business should consider. Do you have a Chief Marketing Technologist?