Do You Need A Chief Marketing Technologist?

Do You Need A Chief Marketing Technologist?
SHARE
THIS



James Forbes, head of digital and marketing at information management consultancy InfoReady says yes. But there’s always the option to get a little creative with the job title.

As marketers grapple with their ever-increasing responsibilities in technology, organisations are looking for ways in which they can better integrate the company’s marketing and IT functions. The Chief Marketing Technologist, or CMT, is an emergent executive role designed to facilitate that, but questions remain about whether it’s the right path for every organisation to take in Australian businesses.

From big data to social media, SEO to eCommerce, marketers are coming under increasing pressure to enhance their technology capabilities, and this has a twofold impact on how marketers do business. In most organisations currently this means the CMO needs to not only become a close collaborator with the CIO and technology team, but they also need to develop the appropriate technology skills within their own teams. The alternative is to rely entirely on the CIO to fulfil the organisation’s marketing technology, but it’s rare for a CIO to have the depth of knowledge on marketing required to help achieve a CMO’s goals for the organisation.

Some organisations, attempting to address this disconnect between CMO and CIO, have created a new kind of executive: the chief marketing technologist (CMT). It’s a concept that has been around for some time now, but it is one that is really starting to pique mainstream interest as evidenced by this report from the Harvard Business Review from earlier in the year.

It’s a new enough role that individual businesses might not even use the same title for it – the Harvard Business Review cites titles such as ‘head of marketing technology’, or ‘business information officer for marketing’ as being a ‘CMT’, for instance. Regardless of title, however, the Harvard Business Review report outlines specific responsibilities for this role, and with blogs such as this gaining steam after being created to provide news and information to people with the CMT role, it seems that it’s a position that’s only going to gain steam into the future.

According to the current definition of the term, the CMT occupies a strategically orientated role.  CMTs bridge the gap between marketing and technology and make sure that the two sides within a business are ‘talking’ in a meaningful and effective manner.

The CMT is essentially an executive with a background in IT management who also has a deep understanding about marketing. Reporting to the CMO, the CMT advocates for technology requests from marketing, and cuts through project complexities to ensure that technology-based projects that are designed to enhance a marketing strategy also adhere to the organisation’s IT policies.

The role makes sense in many ways. Many CMOs are still ill equipped to handle the increased demand of technology in their role whilst other CMOs have little interest in technology and appear more interested in building the marketing vision for their organisation. Having a CMT to assist the CMO and resolve the disconnect between marketing and technology seems like a simple solution. The rapid increase in people being hired as CMTs in big business in America (81% of large organisations have one, up from 71% the last year) shows that there’s clearly room for the role in business.

That said a CMT is only one person, and organisations with CMTs will still need to address an IT team that might be short on time or resources to execute on the additional demands that marketing will place on it. Often internal IT staff will not be skilled in specific marketing technologies, and while a CMT can help to articulate the marketing technology vision, in a lot of cases it will be internal IT who is required to execute on a vision they might not understand, which can lead to complications.

As with a lot trends related to marketing and technology the US is leading the way, so how relevant is the role for local Australian business? Locally, large local corporations would no doubt find value in recruiting a CMT, and indeed some already have made such appointments. For small and medium enterprises, however, while the dependency on marketing technology increases and there is an increasing need to drive alignment between marketing and IT in a lot of cases a dedicated hire would be a luxury.

So while it is clear that the CMT can add value to an organisation, for any but the largest of businesses it is still in reality the need for an individual within marketing to get a handle on marketing technology. With this in mind, Australian business may need to take a more pragmatic approach and look to bring in a 3rd party provider with the relevant skills to fulfil the “CMT” role. The reason that many organisations seek out outsourcing support is for their ability to resolve the business challenges of technology, and this philosophy can also apply to business technology.

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.