In 2010, in a brilliant piece of foreshadowing, Scott Brinker, marketing expert and thought leader, heralded the rise of the marketing technologist. Since that time, the role of the MarTech professional – and, by extension, that of their executive counterpart, the Chief Marketing Technology Officer (CMTO) – has leap-frogged into common parlance and become a regular fixture in marketing organizations.
In an equally provocative point of view, Gartner analyst Laura McLellan predicted in 2012 that within the next five years, CMOs would spend more on technology than CIOs – an idea that her fellow Gartner analyst Jake Sorofman recently confirmed as fact. He notes that increasingly, marketing has become a digital activity and as “digital marketing becomes marketing in a digital world, technology is woven into virtually every planning assumption.”
Why is this meaningful? Because the game has changed.
Marketing organizations large and small must grapple with the effects of a digital tsunami. Most businesses are struggling not just with digitization as it relates to their customers’ world, but consequently, that of business itself. The fundamental role of Information Technology (IT) has evolved from being a commoditized tool that made businesses more efficient, to also being the primary medium of dialog with customers. And thus, it is no surprise that the role of the marketing technologist – sitting at the nexus of marketing and IT – has risen to prominence in many organizations.
In this – our second survey of marketing technologists conducted in collaboration with Scott Brinker and the MarTech Conference – we captured the sentiment of more than 250 practicing marketing technologists. This research builds upon our 2014 report, Analyzing the Chief Marketing Technologist, and further explores the evolution of this group’s skillset and responsibilities, as well as its alignment within the organization and increasing role in digital business transformation.
And our findings were striking...